The West Auckland's licensing trusts (The Trusts) has lost a complaint made against them to the Advertising Standards Authority (ASA) after an earlier decision was appealed.
It was found, on appeal, that The Trusts breached the Advertising Code of Ethics with the claim that West Auckland had the lowest incidence of alcohol-related crashes in Auckland Council urban zone areas.
The message was spread in a pamphlet advertisement which said: "It's working! According to NZTA, West Auckland has the lowest incidence of alcohol-related crashes in the Auckland Council urban zone areas."
A similar message was also circulated in stores and on The Trust's website.
The decision about the messaging hinged on the use of the word incidence and whether or not that referred to the rate of, or number of, crashes.