Radio ad misleading about beer's home, board rules

A radio station's sponsorship advertisement for Tuborg beer was misleading because it implied the New Zealand-brewed drink was imported from Denmark, the Advertising Standards Complaints Board has ruled.

A complaint was made about The Rock radio station's weather sponsorship which stated "Rock weather, with Tuborg, fresh from Denmark and at all good liquor stores now".

The complainant said the beer was brewed in New Zealand under licence, not imported from Denmark.

Advertiser Independent Liquor said the phrase "Tuborg, fresh from Denmark" was intended to imply the beer was originally from Denmark and was now available in New Zealand.

The sponsorship was cancelled after a month and Independent Liquor had no plans to use the phrase again.

The board said the phrase was ambiguous and misleading. It implied the beer was imported from Denmark and this was likely to exploit consumers' lack of knowledge and mislead them.

- NZPA