A complaint that an advertisement showing a man gulping milk from a carton could promote disease-spreading behaviour has not been upheld by the Advertising Standards Authority.
The television ad for Tararua Milk from Mainland Products shows a sports fan taking a swig from a carton and then leaving it on the kitchen bench. M. Hunter complained after seeing the ad during an episode of Coronation Street.
Advertising agency Young and Rubicam Thinking said the ad targeted men aged 30-49 years and was screened during Coronation Street, so was not targeting children.
The authority said that because of the screening time and place, directed at an adult audience, the advertiser had employed the due sense of social responsibility. It concluded that the scenario shown - an adult male in his own kitchen where there was no suggestion the milk would be shared by anyone else, which could spread meningitis - did not breach the Advertising Codes of Practice.
- NZPA
Milk ad aimed at adult viewers
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