Advertising ruling

Press, 11 May 1981, Page 16

Advertising ruling

PA Auckland The Broadcasting Tribunal has again ruled that the term “Lion Breweries race call” breaches the radio advertisement rules on liquor. The Tribunal has urged again that a comprehensive liquor advertising rule be substituted for “the present unsatisfactory collection of statements. “If the rule is amended again we trust that the emphasis in any general statements will be put on the effect of the advertisement rather than its design, purpose or intention,” says the tribunal chairman, Mr Bruce Slane, in a written decision. An earlier decision of the

Tribunal holding that the term “Lion Breweries” when used in association with race calls or results was illegal, led to an amended set of liquor advertising rules. When they led to another complaint, the Broadcasting Corporation and the brewery claimed that the words were not a brand name, but a corporate title for grain growing and processing, cordial manufacturing, accommodation, catering, and credit card facilities, as well as brewing. The Tribunal decision said: “To say that the words ‘Lion Breweries’ do not associate the advertisement with alcoholic liquor is unreal.”