Complaint: 17/404

Foodstuffs NZ, Radio

Details

Complainants
advertisers
Foodstuffs NZ
Year
2017
Media
Radio
Product
Food and Beverage
Clauses
Decision
No Grounds to Proceed
ASA Links
Website Listing
Decision Document

Document





COMPLAINT NUMBER
17/404
COMPLAINANT
C. Cumming
ADVERTISER
Foodstuffs NZ
ADVERTISEMENT
Foodstuffs NZ, Radio
DATE OF MEETING
13 November 2017
OUTCOME
No Grounds to Proceed


Advertisement:
The New World radio advertisement playing on Kapita Coast radio
stations, listed various grocery specials on offer and said in part:... " Get these and other
great deals with your New World club card. It's only at Waikanae New World ..."

The Chair ruled there were no grounds for the complaint to proceed.

Complainant,
C. Cumming, said: The advertisement advertises Waikane New World
specials and claims they are Only at Waikanae New World when in fact they are at New
World's nationally. Is this misleading?

The relevant provisions were Code of Ethics - Basic Principle 4, Rule 2

The Chair noted the Complainant's concern the advertisement could be misleading by
implying the specials were only available at the Waikanae branch of New World.

The Chair said the advertisement had played on a local radio station and this justified the
emphasis in the advertisement on the regional Waikanae outlet.

The Chair acknowledged she could see how the Complainant had come to their
interpretation of the advertisement, but said the general consumer take-out was likely to be
that the specials on offer were available only at New World supermarkets, as opposed to
their competitor's stores, rather than only being available at the Waikanae branch of New
World.

The Chair ruled the advertisement did not reach the threshold to be likely to deceive or
mislead the consumer and as such had been prepared with a due sense of social
responsibility to consumers and there was no apparent breach of the Code of Ethics.

Accordingly, the Chair ruled there were no grounds for the complaint to proceed.

Chair's Ruling: Complaint No Grounds to Proceed