BMW sees Spider-Man ad on infotainment, sparking backlash

BMW owners in dozens of countries have reported seeing promotional content for the new "Spider-Man: Brand New Day" film on their vehicles' infotainment screens, sparking a significant backlash and a debate over digital rights in connected cars. The campaign, which BMW describes as part of a broader brand partnership with the film, began on July 27 and is scheduled to run until August 10.

When eligible BMW owners start their vehicles, a banner for the film appears on the central Control Display. Selecting it launches a full-screen animation featuring Spider-Man graphics, themed music, and, in compatible vehicles, a synchronized ambient light show. The automaker confirmed the content is delivered through a feature it calls "Festive Animations," which has previously been used for seasonal celebrations.

In response to widespread criticism from customers on social media and forums, a BMW spokesperson stated the feature is "not a form of advertising" but is instead designed to provide "optional themed animations and messages." The company emphasized that the animation only appears when the vehicle is stationary and that owners can choose whether to launch it or have it saved as an app...