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Ferrari deny subliminal advertising claims

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By The Drum Team, Editorial

April 29, 2010 | 2 min read

It has been claimed that the Ferrari's Formula One team is employing "subliminal" advertising to illegally promote its sponsor Marlboro cigaretts.

A red, white and black barcode has been emblazoned on the race cars and the drivers' overalls. It has been claimed that the design is to "remind viewers of a packet of Marlboro cigarettes."

Under EU legislation it is an offence for a tobacco company to sponsor sporting events.

However, a spokesperson denied the claims in The Times newspaper, saying: "The barcode is part of the livery of the car, it is not part of a subliminal advertising campaign."

Ferrari enjoys a $1 billion relationship with the cigarette brand.

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