Apart from the controversial Below 42 vodka ad, all but one of the alcohol-related gripes dealt with by the Advertising Standards Complaints Board this year were rejected.
DB Breweries - Tui Beer
A television ad featured four "lads" barbecuing for guests when they run out of gas. Daisy the cow appears to
come to the rescue. The tagline says, "Tui - Fuelling barbies since 1889".
Complaint: The ad was socially irresponsible, and raised concerns with regard to decency, offensiveness, violence and safety, unduly masculine themes, and had particular appeal to adolescents or pre-adolescents.
Decision: The complaints board noted the time of day the ad was screened, and the targeted audience who would recognise the hyperbolic Kiwi humour contained in the scenario. - Complaint not upheld
The Mill Liquorsave
A newspaper ad included the wording: "Win with The Mill Liquorsave, win a double hospitality pass. Be part of the action as the Vodafone New Zealand Warriors take on the Knights."
Complaint: The ad breached the advertising liquor code because the Warriors were heroes of the young.
Decision: The mention of rugby teams or a game in liquor ads did not amount to a breach of the code. - Complaint not upheld
Independent Liquor - Vodka Mudshake
Complaint: A radio ad for Vodka Mudshake implied that consumption of the product would enable one to become seductive; and also that the product could seduce the consumer.
Decision: The ad had not been prepared with a due sense of social responsibility to consumers or society. - Complaint upheld
DB Breweries - Export Gold
A television ad showed a bus heading for the beach where everyone indulged in various beach activities before assembling to enjoy an Export Gold beer.
Complaint: The ad linked drinking alcohol with motor vehicles and potentially hazardous activities, and would also appeal to minors.
Decision: The board was satisfied that the ad was neither directed at, nor had strong appeal to, minors in particular. - Complaint not upheld
DB Breweries - Export Gold
The same television ad showed two men "hijacking" the bus when the driver made a toilet stop.
Complaint: The hijackers broke the law and the advertisement did not exhibit a due sense of social responsibility.
Decision: It was humorous and hyperbolic, and the whole scenario went beyond the realm of reality into fantasy. - Complaint not upheld
Lion Breweries - Waikato Draught
A billboard for Waikato Draught contained two raised circular shapes and said: "Winter. It's outstanding."
Complaint: The billboard depicted women's breasts, with erect nipples associated with cold weather, and was offensive to women.
Decision: The advertisement did not reach the threshold to cause serious or widespread offence in the light of generally prevailing community standards. - Complaint not upheld
Advertising Standards Authority
Apart from the controversial Below 42 vodka ad, all but one of the alcohol-related gripes dealt with by the Advertising Standards Complaints Board this year were rejected.
DB Breweries - Tui Beer
A television ad featured four "lads" barbecuing for guests when they run out of gas. Daisy the cow appears to
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