Luxury clothing label Belstaff has received a wrap on the knuckles from the Advertising Standards Association and been told that it can no longer show its ‘Pure Motorcycle’ advertisement video on the company website. The label, currently selling a line of David Beckham designed motorbike jackets, will no longer be able to show the advert again in its current form after the ASA ruled that it ’condoned and encouraged unsafe and irresponsible riding’.
The advert in question featured five men riding motorbikes on UK roads before pulling up at the Belstaff’s Bond Street store. The ASA received a complaint from a concerned member of the public claiming that the video in question promoted unsafe driving. The advert featured a scene from a public road where one rider was shown to overtake another on the inside of a bend in the road. In another scene a rider could be seen with his hands off the handlebars and his arms outstretched while driving.
Founded in 1924 by Eli Belovitch and his son-in-law Harry Grosberg in Staffordshire, Belstaff originally produced all-weather jackets for motorcyclists. The label has since expanded into a luxury fashion brand for both men and women and is a favourite with celebrities and motorbike enthusiasts alike!
The Advertising Standards Authority is the UK’s independent regulator of advertising across all media, ensuring that advertisements are truthful and socially responsible.