The boss of Ferrari, Luca di Montezemolo, has called the claims made by leading doctors regarding the ‘subliminal advertising’ on the F10 and previous Ferrari F1 cars, ‘pointless’ and ‘ridiculous’.
A report in The Times newspaper claimed the barcode on the engine cover reminded audiences of Marlboro cigarettes, and subliminally advertised the brand despite a ban on Tobacco advertising in Europe.
Di Montezemolo said the claims weren’t based on scientific fact and there were more important issues than a barcode.
“Frankly, I find this argument completely pointless and it is verging on the ridiculous to claim that the colour red or a graphic design which shows a bar code could induce people to smoke,” Di Montezemolo told the Ferrari website.
“At a time when, on the other side of the Atlantic they are fighting to provide a more equal health service, in the old continent of Europe, so called experts are racking their brains to come up with theories that have no scientific basis: I think there are more important matters to think about than a barcode.
“Therefore, it’s best not to waste any more time replying to this sort of nonsense or to those who are instrumental in wanting to stoke up the story.”
