Ad complaint rejected

23:44, Jun 21 2012

The Advertising Standards Authority has rejected a complaint from Marlborough Sounds bach owner Martin Pinder that a television advertisement for Regal Salmon is misleading.

The advertisement shows nutritionist and cook Nadia Lim saying "Regal Salmon is sea-raised right here, in the crystal-clear waters of the Marlborough Sounds" and "it's sustainable".

Mr Pinder complained it was not filmed on the farm where the fish were raised, water at the farms was not crystal clear because of added feed, and production was not sustainable because it took 6 kilograms of fish feed to produce 1kg of salmon.

The authority ruled the advertisement was not likely to deceive or mislead and was responsibly prepared. It accepted NZ King Salmon's evidence that its salmon was sustainable and that the water shown accurately reflected the quality of water at its farms.

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The Marlborough Express