Motor Sport:Ferrari has bowed to pressure regarding accusations the team carries subliminal tobacco advertising by removing the controversial barcode motifs from their cars. The decision was taken ahead of the first European race of the 2010 Formula One season in Barcelona, Spain.
Ferrari’s decision comes just days after president Luca di Montezemolo slammed claims his team’s cars carry subliminal advertising as “ridiculous”.
However, a statement issued by the team on Thursday read: “Together with Philip Morris International we have decided to modify the livery of our cars starting with the Barcelona Grand Prix.”
The statement continued: “This decision was taken in order to remove all speculation concerning the so-called ‘barcode’ which was never intended to be a reference to a tobacco brand. By this we want to put an end to this ridiculous story and concentrate on more important things than on such groundless allegations.”
A report last week suggested the use of the barcode displayed on the Ferraris driven by Fernando Alonso and Felipe Massa represented a link to long-time sponsor Philip Morris.
John Britton, a Fellow of the Royal College of Physicians and director of its tobacco advisory group, suggested the barcode resembled the bottom half of a packet of Marlboro cigarettes and it illustrated “creeping branding”.
Tobacco advertising has been banned in Formula One since 2005, yet the British and Spanish Governments have been urged to ascertain whether Ferrari and Philip Morris are in breach of EU laws.
Responding to the claims, Di Montezemolo said earlier this week: “Frankly, I find this argument completely pointless. It is verging on the ridiculous to claim that the colour red or a graphic design which shows a barcode could induce people to smoke.
“At a time when, on the other side of the Atlantic they are fighting to provide a more equal health service, in the old continent of Europe, so-called experts are racking their brains to come up with theories that have no scientific basis. I think there are more important matters to think about than a barcode.”