Beer-riot advert fails history test

A scene from the ad for DB Export which DB has been ordered to withdraw. Photo / Supplied

Progressive Party leader Jim Anderton is claiming a victory over one of the big breweries after accusing it of trying to rewrite history and making barbed threats to politicians.

DB Breweries says it is disappointed a complaint against one of its advertising campaigns was upheld by the Advertising Standards Complaints Board, but will withdraw the television and website ads six weeks ahead of schedule. It has rejected any claim of threats.

Mr Anderton complained that the brewery's DB Export advertising campaign wrongly used real footage from the 1951 waterfront lock-out riots to portray civil unrest in response to Labour Finance Minister Arnold Nordmeyer's 1958 "Black Budget".

"It is true that there was a negative public reaction to the Budget that increased beer and tobacco prices, but there were no riots and to imply there were is misleading, deceptive and does not reflect our history with any accuracy," Mr Anderton said.

The complaints board found including historic footage in the advertisements was wrong and misleading.

The documentary style and black and white screenshots with accompanying authoritative narration, coupled with footage of riots from a different historical event, gave the impression the advertisements were "portraying a credible and realistic depiction of history".

Mr Anderton said the brewery was also effectively warning politicians not to regulate beer.

"The liquor industry seems to be making barbed threats with these advertisements, which through its own admission, were planned during the same period when the Law Commission was looking at reforming liquor legislation and receiving public submissions on tighter controls over its advertising."

DB Export marketing manager Dave Shoemack said the claim of barbed threats was wrong and "a big assumption to draw".

"That's the furthest thing from our minds. It's not intended to affect politicians' decision-making."

Mr Shoemack said the advertising campaign was developed last year to celebrate the 50th anniversary of DB Export Beer.