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VanMoof’s “Reflections,” a TV advert banned from French TV.
A Dutch bicycle company’s TV advert that aired without controversy in Germany and The Netherlands has fallen foul of the French advertising regulator for “creating a climate of anxiety” by mocking the car industry.
The 30-second VanMoof advert had to be pulled from French TV screens, said the Autorité de Régulation Professionnelle de la Publicité (ARPP) because of the “discredit [to] the automobile sector.”
ARPP president Stéphane Martin said: “We cannot afford to denigrate sectors of activity.”
The TV advert superimposes industrial air pollution images over a panning shot of a shiny motor car, warping into a pool of liquid metal out of which a VanMoof electric bike arrives.
“Some images present in the reflections of the car appear, in our opinion, disproportionate and bring discredit on the whole sector of the automobile sector,” wrote Martin in a letter to the Dutch e-bike brand.
“Images of factories, chimneys, and crashes create an anxiety-inducing climate,” he added.
“They will, therefore, have to be modified.”
“It’s puzzling that car companies are allowed to gloss over their environmental problems, but when someone challenges that situation, it gets censored,” countered VanMoof co-founder …
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