Most gripes on liquor ads fail

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