BMW has drawn criticism from vehicle owners after introducing advertisements for the latest “Spider-Man” movie on the dashboard screens of its cars. The animated ads, which appear on the automaker’s main Control Display, have been met with frustration from drivers who own the vehicles outright, some of which cost between $50,000 and $100,000.

The advertising campaign has sparked a backlash on social media platforms, with some owners questioning BMW’s decision to use privately owned vehicles as a platform for promotional content without explicit consent. One user on Reddit expressed dissatisfaction, stating that despite the high purchase price for their car, they were still subjected to commercial advertisements and suggested the need for an ad-blocking option in vehicles.

This development comes despite previous assurances from BMW that it would not monetize in-car display screens by selling advertising space. The company has emphasized that the animated ads do not start automatically, though it has not issued a formal response to the recent complaints.

The controversy highlights growing tensions around the integration of advertising in personal technology and automobiles, raising questions about consumer expectations and privacy in an increasingly connected driving experience.