The interactive advert for the new Mini range, which was hosted on a newspaper website, has been banned by the Advertising Standards Authority following several complaints. The advert featured a driver accelerating with his head pushed back into his seat, it then continued to show his face beginning to ripple with the g-force caused by the acceleration of the car. Complainants said the advert promoted irresponsible driving.

The ASA upheld the complaints and ruled that the advert made speed and acceleration the “predominant message”, could be seen to “encourage speeding” and had breached several advertising codes on responsible advertising, safety and motoring. BMW unsuccessfully argued that the campaign was aimed at people who enjoyed the small car's sense of fun and cheekiness and that speed and acceleration were not the predominant message of the advert. The carmaker was instructed not to repeat the advertising campaign.