DB Breweries Limited Television
COMPLAINT NUMBER 17/102
COMPLAINANT G Viljoen
ADVERTISER DB Breweries Limited ADVERTISEMENT DB Breweries Limited Television DATE OF MEETING 4 April 2017
OUTCOME No Grounds to Proceed
Advertisement: The advertisement for DB Breweries shows sand being excavated and the voiceover stating "The world is running out of sand." An image of a machine which can turn empty beer bottles into sand is shown, followed by men drinking DB Export. The voiceover then states that "Mother Nature needs you! Drink DB Export and save our beaches."
The Chair ruled there were no grounds for the complaint to proceed
Complainant, G Viljoen, said: Promotes drinking to save our beaches as the machine makes sand from empty bottles so drink more and save more beaches is NOT the messages we should be getting.
The relevant provisions were Code for Advertising and Promotion of Alcohol - Principle 1; Guideline 1(h).
The Chair noted the Complainant's concerns that the advertisement was encouraging the idea that by drinking more beer and producing more sand, it was possible to save New Zealand's beaches.
The Chair referred to two precedent decisions, Complaints 15/314 and 15/376, where DB Breweries had used humourous claims of environmental benefits to promote their product.
In its decision for Complaint 15/314, the Complaints Board agreed that the suggestion of biofuel could be made from yeast left over from the brewing process was made with a level of humour, to promote the beer. The Chair stated that the hyperbolic claims in the latest advertisement were similar and were unlikely to mislead or deceive the consumer about the positive effect the product would have on the environment. As such, the Chair ruled there was no apparent breach of the Code for Advertising and Promotion of Alcohol.
Accordingly, the Chair ruled there were no grounds for the complaint to proceed.
Chai r' s Ruling: Complaint No Grounds to Proceed