The manufacturer's decision to withdraw the ad was made after the Advertising Standards Authority received complaints from members of the public who believed the term had racist connotations.

The ASA determined there were no grounds for an investigation, as it believed the ad's tone was neither aggressive nor insulting.

In a statement the carmaker said it had not meant the campaign to cause any controversy. “The 'N' word headline is one of three print advertisements that are complemented by three radio commercials explaining the game and Renault's offers. Any misunderstanding of the 'N' word is totally unintentional. “However, this specific print advertisement will be removed with immediate effect, so as not to cause any offence.” This is not the first time controversy has surrounded a Renault advert.

In 2004, an ad showing people shaking uncontrollably as a Renault Mégane drove past had to be altered on account of complaints that the company was mocking people with Parkinson's disease. Another television advert was deemed by the now defunct Independent Television Commission as inappropriate to be shown before 7.30pm. The ad showed people dancing to a Fatboy Slim remix of “I See You Baby”, featuring the line, “shaking your ass”.