Unregulated Car Ads May Be Fueling America's Speeding Crisis, IIHS Says

The Insurance Institute for Highway Safety (IIHS) has raised concerns about the prevalence of performance-focused car advertisements, given the high number of fatalities linked to speeding and aggressive driving. A new study run by the safety authority looked at car ads airing between 2018 and 2022 and found that 43% of them focused on vehicle speed, maneuverability, traction, stopping, or power. Researchers also found that speed was promoted over twice as often as safety, highlighting a lack of regulation for vehicle ads in the United States relative to other major markets.

A Culture of Dangerous Driving

Any gearhead appreciates the speed and power of a high-performance vehicle, but it also comes with a responsibility to exploit these vehicles' capabilities only when it is safe to do so. The IIHS pointed out that vehicle ads in the U.S. promote a culture of hazardous driving, whereas other countries have stricter regulations in place. In the United Kingdom, for instance, vehicle ads with messaging about power, acceleration, or handling are prohibited unless mentioned in the context of safety. In the U.S., broadcasters rather than regulators set standards, so it's easier to get around them.

"Showing a stunt driver zooming around a tight turn in the rain might seem harmless, but these ads reinforce our cultural obsession with speed," IIHS President David Harkey said. "The fine print may caution that it's a professional driver on a closed course, but the message they convey is that you can drive this way too."

In 2024, 11,288 lives were lost in speed-related crashes in the U.S, making up 29% of all fatalities. That's a significant percentage of fatalities, yet performance was the most common theme in 1,500 TV ads and 1,000 online ads surveyed. Only 8% of ads highlighted safety, and the IIHS says that even when vehicle traction was advertised, under 1 out of 10 of those ads portrayed traction in performance terms, not as a means of avoiding a crash.

Visuals of cars kicking up dust, zooming across beaches, or blasting over mountain boulders were common. This is not a new phenomenon in the USA. As far back as 1990, a Super Bowl ad for the Nissan 300ZX Turbo was criticized by the IIHS and other safety groups, so much so that the automaker agreed not to run it again.

"The vast majority of viewers are never going to take their vehicle through a mountain stream or up a sand dune, but this kind of ad could influence the way they drive in risky on-road conditions - in rainy or snowy weather, for instance," said Amber Woods, IIHS Research Scientist.

Performance Emphasis Increased Over Time

In ads that aired and were assessed between 2018 and 2022, the share of them with a speed focus increased from 14% to 19%, while those focused on traction increased from 20% to 38%. On the other hand, vehicle ads highlighting safety went from 11% to 3% over the same period.

Regardless of vehicle type, performance themes were common in car ads, but they featured especially frequently in ads for pickup trucks. For speeding themes specifically, these were most commonly seen in ads for sedans, rather than SUVs or pickups.

"This study highlights the cultural dimension of our road safety crisis," Harkey said. "Automakers and broadcasters need to start treating unsafe speed the same way they would drunk driving or failure to use a seat belt."

Related: Parents Can Now Install Tech That Stops Teen Drivers From Speeding

What It Means

America's car-centric society and large enthusiast circles make it one of the most appealing markets in the world for gearheads. High-horsepower cars are prevalent and relatively cheaply accessible, but that same focus on speed and performance is dangerous in the wrong hands. Authorities in specific states have made some headway with new cameras, but the IIHS study suggests this isn't getting to the root of the problem. Tighter regulations for vehicle advertisements could go some way towards encouraging less reckless driving.

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This story was originally published May 12, 2026 at 10:15 AM.