Driving Addiction: F1, Netflix and Cigarette Company Advertising

March 07, 2023

The popular Netflix docuseries, “Formula 1: Drive to Survive,” is exposing millions of viewers to tobacco company branding. In Season 4, 33% of total minutes broadcast featured tobacco-related branding, showcasing the cars and livery of the Ferrari and McLaren teams, which are sponsored by Philip Morris International and British American Tobacco. The Netflix show has also drawn in new demographics for F1, attracting more women and younger viewers to the sport than ever before.

The sport’s governing body has failed to protect its fans from tobacco company advertising, and now Netflix is enabling F1’s tobacco sponsors to reach an even wider global audience. Learn more.

A blurred F1 car demonstrates the dangers of how tobacco branding on cars is reaching new audiences through Netflix's F1 docuseries