Ferrari wanted to deny subliminal advertising for a tobacco company via the barcode located on the engine hood of the F10 of Fernando Alonso and Felipe Massa. Some media having argued that the Scuderia was carrying out disguised advertising with this barcode, the firm of Maranello defended it.
« Today and in recent weeks, articles have been published regarding the existing partnership between Scuderia Ferrari and Philipp Morris, questioning its legality, explains Ferrari. This information is based on two assumptions: the image on the Formula 1 is reminiscent of the Marlboro logo and even the color red, a traditional element of our cars, is a kind of advertisement for tobacco. »
« None of these assumptions are based on scientific arguments. But, more importantly, it does not correspond to reality. What is called the barcode is an integral part of the livery of our car, and was produced by the Scuderia, since this changes from one year to the next and, sometimes, during the season. Furthermore, if it were an advertisement, Philipp Morris would be entitled to a copyright. »
The Maranello team adds that the partnership with Philipp Morris is only used on certain special occasions and that “ cars have no longer displayed advertising (for tobacco) since 2007, even in countries where local laws would still have permitted it. »
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