January 5, 2026 Automakers are increasingly pushing advertisements directly onto vehicle infotainment screens, a trend enabled by over-the-air software updates. What was once sold as a way to deliver convenience and fixes remotely is increasingly being used to market subscriptions, warranties and services, sometimes while vehicles are in motion. Now, drivers say the practice has crossed from being annoying to dangerous.
The issue has gained renewed attention after multiple incidents involving Stellantis and Subaru, where drivers reported persistent or poorly timed pop-up ads appearing on dashboards, prompting questions about distraction, consent, and control over vehicle data.
The trend has drawn particular backlash against Stellantis, the automaker behind Jeep. In February 2025, a Reddit post from a 2022 Jeep Grand Cherokee owner went viral after the driver said their vehicle repeatedly displayed a pop-up encouraging them to “purchase peace of mind,” the company’s branding for its extended warranties. According to the owner, the ad appeared every time the vehicle stopped and would not disappear even after pressing the OK button.
Stellantis blamed the behavior on a glitch and said the pop-up should have closed once the driver opted out, but defended the message as an “information update.” Similar complaints from Jeep owners date back to at least 2022.
Late in 2025, Stellantis again drew criticism after sending discount pop-ups to WL Grand Cherokee owners. Safety concerns escalated after a Subaru driver claimed an in-car ad nearly caused an accident. In a Reddit post later reported by The Autopian, the driver said a SiriusXM promotional pop-up took over the infotainment screen while he was driving at highway speed in winter conditions, forcing him to take his eyes off the road. He said he swerved and narrowly avoided sliding into a ditch.
The driver reported the incident to the U.S. National Highway Traffic Safety Administration. According to The Autopian, the owner said he had received between six and eight similar ads over two years. Subaru confirmed it sends such pop-ups twice a year and said it was “the first” time it had heard of any issues related to them.
The incidents are fueling a debate over connected-car data practices. In the U.S., lawmakers have proposed the Data Rights for Information and Vehicle Electronics in Real-time (DRIVER) Act, which would give vehicle owners greater control over how their data is collected, shared, and sold. While the bill does not ban in-car advertising outright, it would require clearer opt-out options and limit the resale of personal vehicle data, potentially undercutting the data pipelines that make dashboard ads possible.
