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An image of a spokesperson affiliated with the auto industry resting an iPad on his steering wheel while driving has created a stir online as automakers ramp up efforts to bring greater awareness to the dangers of using technology on the road.
Andy White -- senior social media manager for M80, a social media marketing and digital publicity firm working with Audi --
White has since sent out a tweet to apologize for the incident: "Sorry 'bout that -- #distracteddriving is bad! Don't tweet, even if stuck in traffic. The iPad photo was ill advised."
White told Mashable the image was sent in jest and his car was stationary at the time.
"[My] photo was clearly intended as a joke and was taken at the rear of a long traffic jam while totally stationary," White said. "Now, I know that doesn't excuse it completely and have already made a public apology to that effect."
In July, about 4,000 Volkswagen and Audi employees signed a pledge to never text from behind the wheel. The news of White’s tweet was first reported by two writers that called his tweet irresponsible.
"Automakers need to understand that if you’re hiring individuals to represent your brand, it’s your responsibility to both train these people to be the best public face and keep a pulse on their public interactions," wrote blogger Melanie Batenchuk of
But White said that both writers -- Batenchuk and Joseph Rose of The Oregonian -- have also tweeted pictures from behind the wheel in the past. White’s response: "Hypocritical much?"
This is not the first time someone affiliated with the auto industry has been under fire for tweeting behind the wheel. Scott Bartosiewicz, a former employee of Chrysler’s social media team, sent out a tweet laced with profanity from behind the wheel last year that was intended for his personal account, but was mistakenly uploaded to his work account. He was later fired from the company.