BMW is facing backlash after pushing a full-screen ad for the new Spider-Man movie to dashboard screens in customers’ vehicles.

The promotion appeared on BMW’s main Control Display, prompting owners to criticize the automaker for displaying advertisements in cars they had already paid tens of thousands of dollars to own.

The move sparked widespread complaints online, with many drivers arguing that privately owned vehicles should not be used as advertising space and comparing the experience to seeing ads on subscription-based services.