Twix Advert Banned for Encouraging Unsafe Driving, Says UK Watchdog

A television advertisement for the popular chocolate bar Twix has been officially banned by the Advertising Standards Authority (ASA) in the UK, after receiving complaints that it promoted dangerous and irresponsible driving.

The Controversial Advert

The advert, produced by Mars-Wrigley, depicts a man with flowing hair engaged in a cinematic car chase. The scene ends with two identical, caramel-coloured vehicles crashing into one another and stacking, symbolizing the two bars of a Twix. The closing moment shows an actual Twix bar dropping through the sunroofs of both cars before they drive off together with the tagline: "two is more than one".

Complaints and Watchdog Ruling

A total of five formal complaints were submitted against the commercial, claiming it encouraged viewers to mimic the high-speed driving and stunts shown, which could lead to unsafe behaviour on real roads. The ASA agreed and ruled that the advert "must not appear again in its current form" as it “condoned unsafe driving”.

While the second half of the ad was clearly stylised and exaggerated, the ASA expressed concern over the opening scenes. These included visible skid marks, high-speed driving, and fast-paced music that suggested real-world speeding — possibly breaching the UK’s Highway Code.

Mars-Wrigley’s Defense

Mars-Wrigley defended their creation, saying the entire concept was set in an "absurd, fantastical world" and not meant to be taken literally. They argued that all vehicles were driven at legal speeds and that “any emulation would only reflect the legal and safe driving presented.”

The confectionery giant, also known for M&Ms, Celebrations, and Maltesers, emphasized that Twix's branding leans into absurd and playful humour — a style that has long defined its marketing campaigns.

Clearcast's Position

Clearcast, the independent body that approves UK TV ads before airing, echoed Mars-Wrigley's defence. It told the ASA that the ad was “clearly fantastical” in style and did not suggest that safe driving was “boring” or undesirable.

Final ASA Decision

Despite the creative defence, the ASA concluded that the initial segment of the ad, prior to its fantastical twist, showed a style of driving likely to breach road safety standards. Therefore, the ad could not be broadcast in its current form.

The watchdog issued a formal statement directing Mars-Wrigley and other advertisers “not to condone or encourage irresponsible driving” in any future campaigns.

Conclusion

This incident adds to the growing scrutiny over how automotive content is portrayed in media, especially where ads could be seen as glorifying reckless behaviour. While creativity is essential in advertising, it must also align with public safety standards.

Source: Infornews | Reported on June 11, 2025