An advertising watchdog has dismissed a complaint against a Golden Circle ad after one person thought the company was misleading consumers by implying its pineapple juice was made exclusively from pineapples grown in Australia and not a mix of local and imported ingredients.
The television advertisement features a man and a girl at a pineapple farm on a sunny day, before the man cuts a pineapple in half.
A voiceover proclaims the juice contains “sunshine-grown fruit in every glass”.
However, one viewer took issue with the advertisement, complaining to the Advertising Standards Board the commercial was “misleading” because it implied Golden Circle’s pineapple juice was made from fruit grown in Australia.
Golden Circle brushed aside the claims, telling the Advertising Standards Board the ad did not contain any representations about the country of origin of the pineapples used.
Golden Circle also pointed out the farm depicted in the advertisement is “entirely generic” and could be “located in any pineapple growing region in the world”.
The Advertising Standards Board agreed, ruling the average consumer would expect an Australian advertisement would be filmed in Australia.
