Concern over reaction to advt decision

Press, 14 April 1984, Page 9

Concern over reaction to advt decision

PA Wellington The Newspaper Publishers’ Association was extremely concerned about some of the “hysterical and distorted comments made by some minority pressure groups” over its decision to recommend that newspapers should not publish a proposed advertisement sponsored by the Alcoholic Liquor Advisory Council, said the N.P.A.’s executive director, Mr David Patten, yesterday. "A.L.A.C. is not above the law” he said, “and its advertising is subject to the same rules and regulations that apply to any other advertiser in newspapers. “The proposed advertisement showed children drinking alcohol. This is not allowed under the voluntary code relating to advertising of alcoholic beverages, to which the association subscribes,” he said. “It is also misleading in its message and disparages legal and legitimate news-

paper advertising of liquor products,” Mr Patten said. “This sort of advertising is not allowed in New Zealand newspapers.”

Mr Patten said he was also concerned about some of the comments being made by the council’s public affairs officer, Ms Diana Burns.

“Last year, the code was reviewed and tightened with the knowledge and encouragement of the council,” Mr Patten said. “It seems very strange that Ms Burns is now seeking exclusion for the council from the provisions of the code on the tenuous pretext that the prosposed advertisement is not a liquor advertisement,” he said.

“A.L.A.C. can’t have it both ways. The same standards apply to all advertisers regardless of the nature or purpose of the advertising message,” he said. “To suggest that the association’s recommendation was made on commer-

cial grounds was ridiculous,” Mr Patten said. “No medium volutarily rejects legitimate advertising revenue,” he said. Mr Patten also commented on statements made by an anti-alcohol abuse group known as “Grogwatch.” “The newspaper industry is not censoring in any way health promotion campaigns, unless these campaigns contravene well established and proven advertising codes of content,” he said.

“Because of the intense public interest on the matter of liquor advertising last year, the newspaper industry is now very vigilant in ensuring that proposed advertisements comply with codes and regulations, before publication. “Irrespective of the thrust of A.L.A.C.’s campaign to suggest that the association’s decision was based on commercial considerations is naive in the extreme.”