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NZ: Bluebird chippies ad withdrawn

Bluebird has withdrawn a TV advertisement after complaints to the Advertising Standards Complaints Board. The Obesity Action Coalition and others complained that the ad promoted chippies as being a suitable addition to a healthy school lunch.  It was run after 6:00 pm during October.

Self regulation protects advertisers not consumers

Celia Murphy of OAC outlines her concerns in this press release, including the length of time it takes for offending ads to be withdrawn.

Read more: Press release, Obesity Action Coalition / Scoop, 21 Dec 2006

Eating Well “Bluebird Chippies” Television and Print Advertisements: Full Decision

The Advertising Standards Complaints Board has published its decision on the Bluebird ad on the Advertising Standards Authority Website


In our submission to the Health Select Inquiry into Obesity and Type to Diabetes in New Zealand, we analyse the changes to the Advertising Standards Authority codes of practice – and find them wanting.

We conclude on page 71:

There are some very fine statements in the revised codes, as there were in the codes they replace. The problem, as the history of appeals to the Advertising Standards Authority Complaints Board will show, is that the Board does not read the statements in the same way as would a person fully informed about the potential impacts of food advertising on children’s health and prepared to take the steps required to reduce these impacts. This is because the wording throughout is carefully ambiguous, when what is required are statements such the following:

“Every attempt should be made to ensure that advertisements for foods high in fats, sugar and/or salt are not seen by children, with such advertisements not shown on occasions when it can be expected that children are generally present, including during the hours that children generally watch television”.

The advertising industry clearly cannot protect children from harmful advertising through its own efforts. Regulation by government is required.

Published on December 29, 2006 in New Zealand news