Goodman Fielder NZL, Out of Home
COMPLAINT NUMBER 17/118
COMPLAINANT V Kovach
ADVERTISER Goodman Fielder NZL Limited
ADVERTISEMENT Goodman Fielder NZL, Out of
DATE OF MEETING 10 July 2017
OUTCOME No Grounds to Proceed
Advertisement: The advertisement for Goodman Fielder's Irvines pies is a poster displaying a pie with the wording "Cos you're in no state to unwrap a kebab"
The Chair ruled there were no grounds for the complaint to proceed.
Complainant, V Kovach, said: The text of the advertisement, for an Irvines pie is "cos you are in no state to unwrap a kebab". I take this message to normalise binge drinking, and that it is therefore detrimental to the physical and mental health of (especially young) New Zealanders.
The relevant provision was the Code for Advertising Food - Principle 1.
The Chair noted the Complainant's sincere concern that the advertisement was normalising binge drinking and detrimental to young New Zealanders.
The Chair said the poster advertisement for pies, outside a convenience store, by implication referred to late night food choices of pies and kebabs for people who may have been consuming alcohol.
The Chair agreed that there was risk for the advertiser in making fun of possible excessive alcohol consumption. However, in this instance, the Chair said the wording in the advertisement before her promoting pies did not meet the threshold to breach the required level of social responsibility under the Code for Advertising Food.
Accordingly, the Chair ruled there were no grounds for the complaint to proceed.
Chai r' s Ruling: Complaint No Grounds to Proceed