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Europe: ACEM’s Motorcycle Ad Policy

  Posted at 01:00:00 PM
  File under  Ads News
  Author: Mike Werner
  Location: Normandy, France

ACEM logo
ACEM Open link in a new window, the motorcycle manufacturers association for Europe, have set up a series of guidelines and policies for the motorcycle manufacturers for when they advertise their motorcycles on TV.

According to ACEM: "Aggressive riding styles, and any depiction of unsafe behavior on public roads will be banned from ACEM manufacturers’ PR campaigns. Next to encouraging safe and responsible behavior these measures also aim at promoting safety enhancing features such as advanced braking systems".

In other words, promotional ads like KTM's 950 Supermoto ad (see it below) are not allowed. Stefan Pierer, ACEM President, stated: "Motorcycle Manufacturers can play a significant role in improving road safety through communication and marketing. The Motorcycle Industry has therefore agreed to strengthen its commitment toward road safety by following a common advertising policy, which sets clear rules to influence attitudes, change behaviors and thus contribute to make a difference in improving road safety on European roads.”

But wait a minute... Stefan Pierer is not only the ACEM president, but also the CEO of the motorcycle manufacturer with some of the most aggressive motorcycle riding ads of this decade, KTM.....

So does that mean we're no longer going to see these incredible riding sequences anymore?

But in all earnest, obviously showing people riding bikes in an unsafe matter is not good for safety, or image, but now the question is, what can you consider a safe riding TV ad? Let's face it, riding away on your motorcycle already is unsafe according to the statistics, so if you pull away fast on your bike in a TV ad, it will not be allowed under the new policy. So there's not much you can do when advertising, apart from stationary motorcycles, or slow moving ones on a track.

I'll be sitting on the fence for this one, seeing what is going to happen, and for how long...

Click to see the Video clip

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