The press ad appeared in Motor Cycle News magazine. It showed a man wearing a motorcycle helmet. Only the whites of his eyes could be seen and he appeared to have no irises nor pupils.
The headline read "There are none so blind as those who will not e", playing on the proverb "There are none so blind as those who will not see". The subsequent copy read "go eBike insurance online – where you're the one in control".
The complainant deemed the ad offensive because it was in bad taste and insensitive to the blind and those with visual impairments.
EBike argued that it had not intended offence and that, although it had no plans to reuse it, it had consulted its legal advisers, who said the ad was within legal boundaries. However, the firm apologised for any offence caused.
Emap's Motor Cycle News pointed out that it has actively worked with the blind and visually impaired for many years. It added that at the time of publication it did not believe the ad was likely to cause offence, but after consideration removed it from all future issues.
The Advertising Standards Authority upheld the single complaint. It considered that the slogan, as a "popular metaphor used to imply wilful ignorance, in conjunction with a photograph of a motorcyclist who appeared to be blind, seemed to equate stupidity with the disability".
The organisation concluded that that ad was potentially offensive to blind or visually impaired people and was likely to cause serious or widespread offence. It told eBike not to use the approach again.
EBike is owned by Southern Rock Insurance.
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