| News - General News - Technology BMW under fire over in-car Spider-Man ads Owners furious as connected cars become advertising platforms 7 Aug 2026 BMW has come under fire after pushing a Spider-Man-themed promotional experience to the infotainment systems of eligible vehicles in more than 70 countries, reigniting debate over how far car-makers should be able to use connected-vehicle technology after a vehicle has been sold. The campaign, developed as part of a global marketing partnership with Sony Pictures to promote the new Spider-Man: Brand New Day film, appeared as a banner on the control display of compatible BMW models built from July 2020 and equipped with BMW operating systems 7, 8, 8.5, 9 or X. Selecting the banner launched a 19-second animation featuring Spider-Man swinging around BMW's iX3 electric SUV, accompanied by music and synchronised ambient lighting on suitably-equipped vehicles. BMW described the promotion as an optional “brand experience” rather than conventional advertising, stressing that the animation did not play automatically when the vehicle was started. “The animation does not automatically play when the vehicle starts. Drivers are presented with a banner in the control display and can choose whether they would like to activate the experience,” a BMW spokesperson said. If ignored, however, the Spider-Man icon remained available within the infotainment system for later viewing throughout the campaign period, which ran from July 27 until August 10. The initiative was deployed across more than 70 global markets, but Australian owners were not included. BMW Australia said the local subsidiary had elected not to participate after considering domestic customer expectations. “Market participation was assessed locally,” a BMW Australia spokesperson said. “Based on our understanding of Australian customer preferences, we did not participate in this particular activity.” The company added there are currently no plans to introduce similar campaigns