German luxury automaker BMW is facing criticism after displaying promotional content for the Hollywood film Spider-Man: Brand New Day on the dashboard screens of customers’ vehicles, with many owners calling the move intrusive and inappropriate for premium cars.

According to international media reports, the advertisement appears as a banner on the vehicle’s central control display immediately after the car is started.

Ad appears every time the vehicle starts

If drivers tap the banner, a 19-second full-screen animation promoting Spider-Man: Brand New Day begins, accompanied by music and synchronized ambient lighting inside the vehicle.

While the video does not play automatically, the promotional banner reportedly appears whenever the vehicle is started. Users also say there is no option to permanently disable or remove the advertisement from the infotainment system.

Owners express frustration

The campaign has sparked criticism on online forums, including Reddit, where many BMW owners questioned why advertisements were being displayed in vehicles costing between $50,000 and $100,000.

One user commented that after paying a premium price for a luxury vehicle, customers should not be required to view advertisements. Others urged BMW to reconsider the policy and provide an option to disable promotional content.

The controversy has reignited debate over the growing use of in-car digital platforms for advertising and whether automakers should display marketing content on vehicles that customers already own.

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