COMPLAINT NUMBER 17/197
COMPLAINANT B Gladding ADVERTISER Jimbo's ADVERTISEMENT Jimbo's Radio DATE OF MEETING 30 June 2017
Advertisement: The radio advertisement for Jimbo's Pet Food said "We're with Dave from Jimbo's, who's here to tell us what's in Jimbos... What's in Jimbo's Dave? -Just meat!. Well it makes sense, fresh meat is what they've always eaten, so why feed them any different? Just fabulous fresh meat! In your supermarket pet food chiller."
The Chair ruled the complaint was Settled
Complainant, B Gladding, said: There is an ad playing on the radio for jimbo's fresh meat pet food. The claim is that it contains only meat and nothing else. However I believe their fresh meat range contains preservative. In my mind this pet food contains more than just meat.
The relevant provisions were Code of Ethics - Basic Principle 4, Rule 2.
The Chair note the Complainant's concern that the advertisement was misleading due the fact that the fresh meat product contained preservatives, while the advertisement is saying "meat and nothing else"
Upon receipt of the complaint, the Media representative had contacted the Secretariat to advise that the advertisement had been withdrawn and that any future advertisement will ensure the product contents are clear.
Given the co-operative engagement with the process and the self-regulatory action taken in removing the advertisement, the Chair said that it would serve no further purpose to place the matter before the Complaints Board. The Chair ruled that the matter was settled.
Chai r' s Ruling: Complaint Settled