We believe (you've broken the rules), says ASA to Lion

  • Advertising
  • October 3, 2011
  • Ben Fahy
We believe (you've broken the rules), says ASA to Lion

Steinlager's impressive 'We Believe' campaign to celebrate 25 years sponsoring the All Blacks has so far managed to evade the legal clutches of the IRB/IMG gatekeepers, despite stepping on Heineken's toes and stealing a big chunk of its RWC thunder. But it hasn't managed to evade the legal clutches of the ASA, which has smacked Lion on the hand for a print ad that featured a picture of the white can with the line '30 names we can believe in'. The ad featured in the papers the day after the All Blacks squad had been named and was deemed by a majority of the complaints board to contravene the restrictions around heroes of the young. But does this ruling show the letter of the law is being taken too far? 

John McClintock, ASA chair, was unable to discuss the campaign and DDB's Justin Mowday was unavailable for comment. But it seems there's been a fair bit of industry discussion about the repercussions of what appears to be a rather heavy-handed ruling.

Steinlager's marketing manager Todd Gordon says the Lion team was very surprised with the decision, especially because the ad was approved by the alcohol industry's pre-vetting system LAPS before publication, and Lion's external relations manager Judy Walter says Lion is currently working with its legal counsel to decide what to do next. While she was unable to comment on it in detail, she says "it is a priority for us" so it seems likely the decision will be appealed.

While no monetary fine is imposed when a complaint is upheld, the material needs to be pulled out of the market. This was a one-off ad, however, and there was no intention of running it again, so nothing really changes for Lion there, but Gordon says decisions like this inform future creative and are a big heads up for agencies.

"We take it extremely seriously. And we certainly don't like having a complaint upheld. We're pretty gutted about it internally."

Cliff Turner, who is a regular and, according to some in the industry, rather vexatious complainer about alcohol advertising, felt the 30 names "obviously refers to the rugby players who will be available to play for the All Blacks at the Rugby World Cup and the advertisement thus appears to breach Principle 4.3 of the liquor code."

Lion pointed out in its submission that Turner has made a number of previous complaints directed at the association between the All Blacks and Steinlager (decisions 04/253, 04/279, 04/280, 04/281, 05/131, 08/446 and 09/350) and "it is suggested that this coloured his view of the advertisement".

In Lion's eyes, the ad didn't refer to identifiable heroes of the young and, additionally, advertisements being considered by the Complaints Board must "stand alone", which means it should be based on the ads's content, not the ad's context.

"The Complaints Board must consider the advertisement in isolation from not only the rest of Steinlager's current advertising campaign, but from any previous advertising campaigns," Lion's submission said. "On that basis it is submitted the reference to "30 names" is not "obviously" a reference to the All Blacks at all... There is nothing in this advertisement advocating or implying irresponsible or excessive liquor consumption by minors. It simply depicts an image of the advertised product under an intriguingly cryptic message. It clearly complies with the spirit and intention of the Code for Advertising Liquor."

While a minority of the Complaints Board thought the reference to "30 names" was sufficiently distanced to not readily be an identifiable reference to the All Blacks and was too obscure to reach a threshold for identifiable heroes of the young, the majority thought otherwise and upheld the complaint because the statement was likely to be understood by most consumers as an implicit reference to the team.

"The majority also considered that most rugby-aware consumers would know that 30 was a common size of a touring squad of rugby players, thereby strengthening the link to the All Blacks taking into account context, medium, audience and product. Therefore, observing that the “All Blacks” were heroes of the young, the majority of the Complaints Board ruled that the advertisement was in breach of Principle 4.3 of the Code for Advertising Liquor."

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Build on the basics: translating great ideas into effective digital billboards
Sponsored content

Build on the basics: translating great ideas into effective digital billboards

Lumo gives a few design tips and tech-led techniques for creatives on how to stand out, increase engagement and communicate brand values when using digital out-of-home.

Safety First: where are advertising dollars going – part one
news

Safety First: where are advertising dollars going – part one

Following the Christchurch terror attack on 15 March, the Association of New Zealand Publishers and the Commercial Communications Council called on the advertising and media industry to think about where advertising dollars were going, and to put pressure on Facebook regarding its live-streaming capabilities. With the heat on social media platforms, Georgina Harris spoke with local media organisations about moves taken in light of the tragedy, how they ensure a safe environment for advertisers, and how they are tackling the changing industry head-on.

Gallery: talented TVNZ-NZ Marketing Awards winners

  • Gallery
  • September 17, 2019
  • StopPress Team
Gallery: talented TVNZ-NZ Marketing Awards winners

Last week, DB Breweries was crowned the Supreme Award winners of the TVNZ-NZ Marketing Awards, while Jo Mitchell from McDonald’s New Zealand was celebrating her Marketer of the Year win and Philip Poole was inducted into the Marketing Hall of Fame. Check out all the glorious winners moments here.

Read more
topics
Story IQ
Story IQ
Story IQ is a brand story consultancy. We help brands uncover the hidden, untold stories ...
Up-and-Comers
Up-and-Comers
We give the mic to the industry's future leaders to hear their thoughts on media, ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
The Stoppies 2018
The Stoppies 2018
In February (Valentine's Day to be exact), StopPress gathered the industry for an evening of ...
Follow The Money
Follow The Money
Follow the money. It’s an axiom that journalists have believed in for years and a ...
Regional Rundown
Regional Rundown
StopPress takes a trip down the country to see who the audiences and agencies are ...
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...

Recharging the batteries: Aaron McMinn on side hustles as an outlet for creativity

  • Advertising
  • September 17, 2019
  • Erin McKenzie
Recharging the batteries: Aaron McMinn on side hustles as an outlet for creativity

Aaron McMinn grew up exploring visual mediums and turned that passion into a job when he entered agency land. Today, he’s a creative director at Wunderman Thompson but not all his creative pursuits are for clients. Some are for himself. Erin McKenzie talks to McMinn about his extra-curricular projects and how they’re benefiting and his client work and agency.

Read more

IABNZ sees consistent growth in advertising revenue for H1

  • Advertising
  • September 17, 2019
  • StopPress Team
IABNZ sees consistent growth in advertising revenue for H1

IABNZ has released its H1 results, posting an advertising revenue growth of almost 13 percent. This growth is consistent with the second quarter of this year and the same time in 2018, reaching the same 12.7 percent in advertising revenue for the year-on-year basis.

Read more
voices

Social scoreboard

Zavy and StopPress have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Ads of the week: 17 September

  • TVC of the week
  • September 17, 2019
  • StopPress Team
Ads of the week: 17 September

Snaps all around for Powershop, Vodafone and Warmer Kiwi Homes.

Read more
An independent spirit: Time Out Bookstore on community, loyalty and cats
features

An independent spirit: Time Out Bookstore on community, loyalty and cats

Time Out Bookstore’s manager Jenna Todd was a speaker at the Magazine Publishers Association’s 2019 magazine conference ‘Thinking Forward’ held in July. StopPress visited Todd at the store and discussed similarities between independent bookstores and magazines, engaging with the local community and selling socks.

Andrew Reinholds joins Stanley St as head of media

  • Media
  • September 17, 2019
  • StopPress Team
Andrew Reinholds joins Stanley St as head of media

Stanley St has welcomed Andrew Reinholds to its senior leadership team as head of media. In the role, Reinholds will be building on an already enviable media offering, honed by former incumbent Rachel Cormack.

Read more

How is this still a thing? The simple excitement of inflatable advertising

  • Advertising
  • September 16, 2019
  • Courtney Devereux
How is this still a thing? The simple excitement of inflatable advertising

Our advertising landscape continues to rotate around the growth of digital and how digital can be used to further capture the attention of viewers. Yet there is one type of adverting so simple, so primal, so no-nonsense that even in this computer-run society it has survived. We’re talking here about inflatable, or balloon, advertising.

Read more

Powershop personifies power in a romantic campaign

  • Advertising
  • September 16, 2019
  • StopPress Team
Powershop personifies power in a romantic campaign

In a new brand campaign, by EightyOne, Powershop is shining a light on the relationship consumers have with their electricity through a young woman and a big pink blob.

Read more

Vodafone welcomes 5G with a surprising emotional rollercoaster

  • Advertising
  • September 16, 2019
  • StopPress Team
Vodafone welcomes 5G with a surprising emotional rollercoaster

Get out the tissues. Vodafone is celebrating the possibilities of 5G in a beautiful campaign by DDB dubbed ‘Huxley’.

Read more
Neuroscience sheds light on media effectiveness
Sponsored content

Neuroscience sheds light on media effectiveness

An intriguing new body of research, which records how media impacts brain activity, has provided new insights into the best ways to structure advertising campaigns across multiple channels.

DB Breweries wins Supreme Award at TVNZ-NZ Marketing Awards

  • Awards
  • September 13, 2019
  • StopPress Team
DB Breweries wins Supreme Award at TVNZ-NZ Marketing Awards

DB Breweries has taken out the Supreme Award at this year’s TVNZ-NZ Marketing Awards for their ‘Reviving a Legend - Tui's Stepchange Into RTDs’ marketing initiative. Meanwhile, Jo Mitchell from McDonald’s New Zealand was celebrating her Marketer of the Year win and Philip Poole was inducted into the Marketing Hall of Fame.

Read more
2019 Winners
news

2019 Winners

These companies showed us how they put their tools to use and have been crowned winners at the 2018 TVNZ-NZ Marketing Awards.

Commercial radio survey: The Edge holds strong at top spot

  • Media
  • September 12, 2019
  • StopPress Team
Commercial radio survey: The Edge holds strong at top spot

The results of the third GfK Radio Survey for 2019 are out and The Edge is holding strong in top position for commercial stations, with a weekly cumulative reach of 590,800 listeners. These listeners contribute to the 3.3 million New Zealanders who listen to commercial radio in their everyday lives.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit