Italian Formula One team Ferrari, have been criticised by marketing news commentators for carrying subliminal advertising on their cars.

US tobacco firm Marlboro sponsor the multi world championship winning team, who are banned from showing tobacco branding when racing in Europe.

Formula One was previously dominated by tobacco advertising, with the likes of Williams, McLaren and Benetton all carrying tobacco company livery on their cars. However, a blanket ban on tobacco branding in Europe, led to all three of these major teams to drop sponsorship from Rothmans, West and Mild Seven respectively.

Since 2008, Ferrari has not displayed any Marlboro branding on its products or cars, but has started using a barcode symbol that is subliminally suggestive – looking akin to a packet of cigarettes according to critics such as The European Public Health Commission.

A press release from the commission stipulates that Ferrari’s barcode symbol is subliminal advertising and calls for the UK government to look into the matter.

Meanwhile, Philip Morris, owner of Ferrari was cited in Marketing magazine as saying: ”We are confident that our relationship with Ferrari does not violate the UK 2002 Tobacco Advertising and Promotion Act. The Formula One Grand Prix in the UK does not involve any race cars, team apparel, equipment or track signage carrying tobacco product branding.”

Smoking related stories have been rife in the media of late, with claims that too many British blockbusters have excessive smoking references. It is such promotion across sport and broadcasting channels, that many health commentators feel glamorises the habit and encourages young people to take it up.

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