Complaint: 17/118

Goodman Fielder NZL, Out of Home

Details

Complainants
advertisers
Goodman Fielder NZL Limited
Year
2017
Media
Out of Home
Product
Food and Beverage
Clauses
Decision
No Grounds to Proceed
ASA Links
Website Listing
Decision Document

Document

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COMPLAINT NUMBER 17/118

COMPLAINANT V Kovach

ADVERTISER Goodman Fielder NZL Limited

ADVERTISEMENT Goodman Fielder NZL, Out of

Home

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