Date: 29 Apr 2010 Comments: 1

There is some controversy emerging about the Ferrari Formula One racing team’s use of a bar code on their driver jackets and cars.  It is being suggested the bar code is to remind race fans to purchase Marlboro cigarettes as they watch Team Ferrari drive less well than their competitors on circuits throughout the world.

In all fairness, it is illegal for tobacco companies to advertise at sporting events in accordance with EU legislation and whether this is “subliminal” or ridiculously overt (as I believe) it is in violation of the rules and should be removed.  Anyone that has traveled to Europe knows that there is no shortage of tobacco users and the Marlboro bar code is universally

recognized.

I am not a smoker so it did not click with me immediately that this was the Marlboro bar code.  I discovered the story because I do enjoy Formula One racing and initially thought is was an attempt at 3D Mobile Bar Coding that is becoming more and more popular in Asia and Europe.

This story is not likely to go away in the coming week as the European leg of F1 is set to kick off in Spain on May 9th.  It may take some of the pressure off the Fernando Alonso – the temperamental Ferrari driver – as he surely notices rival Jenson Button is already 11 points clear at the top of the standings.