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		</div><p>An ad for BMW has been banned in the UK for making the &#8220;misleading&#8221; claim that its high beam headlight technology prevented oncoming drivers from being dazzled.</p>
<p>The radio ad for the BMW 1 series car said its High Beam Assist technology meant &#8220;oncoming traffic is never dazzled and you can keep your hands on the wheel and your eyes on the road&#8221;.</p>
<p>The Advertising Standards Authority (ASA) upheld a complaint that the claim was misleading and exaggerated the technology&#8217;s capabilities.</p>
<p>BMW UK said High Beam Assist illuminated the road at night with full beam but a sensor located in the rear-view mirror holder monitored oncoming traffic and immediately adjusted the beam when necessary.</p>
<p>The system detected oncoming traffic at up to 1,000m and traffic ahead by up to 400m on straight roads.</p>
<p>It was possible that there would be a delay of approximately 600 milliseconds to one second if a vehicle approached from a curve while the sensor detected the lights of the oncoming car and turned down the high beam.</p>
<p>BMW believed the delay was not long enough for oncoming traffic to be dazzled and noted that the Oxford dictionary described &#8216;dazzle&#8217; as being &#8220;if a strong light dazzles you, it is so bright that you cannot see for a short time&#8221;.</p>
<p>The ASA said consumers were likely to interpret the &#8220;oncoming traffic is never dazzled&#8221; as absolute.</p>
<p>It added: &#8220;We considered that a second of full beam light could potentially dazzle an oncoming driver at short distances, for example on a sharp bend.</p>
<p>&#8220;Because of that, we considered that the claim &#8216;Oncoming traffic is never dazzled&#8217; had not been substantiated and was misleading.&#8221;</p>
<p>It ruled that the ad must not be broadcast again in its current form, adding: &#8220;We told BMW to ensure that in future their ads did not exaggerate the capability of the High Beam Assist technology.&#8221;</p>
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