The UK's Advertising Standards Authority (ASA) ruled the text for the advertisement for the new Jaguar XE model that described drivers using in-built smart technology to check their calendars and use other apps while on the road, which could encourage unsafe driving practices.
"The advertorial featured the headline claim that 'drive time is no longer downtime'. We considered readers would interpret this to mean that drivers could now perform various other tasks while driving," the ASA said in a ruling.
While the watchdog acknowledged that many new car models were equipped with smart technology aimed at hands-free usage, it noted that the UK's Highway Code stated that the use of hands-free kit could be a distraction and that motorists should stop to make or take calls.
Jaguar Land Rover (JLR) was ordered to ensure that future advertising did not promote the use of multiple apps and a phone at the same time.
The advertorial in question had been published in The Guardian newspaper in September 2016 and highlighted how a driver of a Jaguar XE could listen to music, organise a meeting and stay in touch with colleagues and family while at the wheels.
Guardian News and Media said it believed the advertorial did not condone or encourage unsafe or irresponsible driving but placed an emphasis on safety.