'Cocaine' ads socially irresponsible

Ad 'traded off the properties of drugs and drug taking culture'

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A complaint from the Salvation Army about an advertisement for the energy drink, Cocaine, has been upheld by the Advertising Standards Authority.

The Salvation Army, which works with people with drug and alcohol problems, complained to the ASA about the poster advertisement, saying it was "legitimising" the drug, cocaine.

The poster advertisement said: "Warning! You are about to experience the highest energy content of ANY energy drink on the market today!"

At the bottom of the poster were the words: "BE SMART DO THE DRINK."

The Salvation Army said cocaine was an illegal substance and by using the name cocaine, "the manufacturers and advertisers are legitimising cocaine".

"As people involved in the fight against the ravages of alcohol and drug addiction, we believe that this advertising and product name acts as a trigger to our clients and others who have alcohol/drug addiction problems."

The advertiser of the drink, Wize Marketing Inc NZ Ltd said the posters and all similar posters were removed at the end of January.

It said the name was contested in the courts and had been given approval.

"Personally, I stand by my stance that anyone that really believes that our product content has any bearing to the drug really has to be a misguided soul."

The advertiser said that people did not associate "speed cameras" with the illegal drug speed, or "Coke" with the illegal drug cocaine.

But the ASA upheld the complaint.

It said under New Zealand law it was "permissible to name a product 'Cocaine"'.

However, the content of the advertisement was seriously offensive and "did not meet the due sense of social responsibility".

By using the word "Warning!", which alluded to something illicit, the "advertisement traded off the properties of drugs and drug taking culture", the authority said.

- NZPA

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