A TV ad that implied customers could access renewable power if they switched to Meridian Energy has been ordered off air after the Advertising Standards Authority ruled it made unsubstantiated environmental claims.
Rival power company Electric Kiwi complained about the ad with the tag line 'For Power That Doesn't Cost the Earth', and featured Nigel the eco-warrior, who rejects plastic bags and straws.
It argued the ad suggested switching to Meridian would give customers access to greener power, when in fact all of New Zealand's power is sourced from a pool of generators, meaning they cannot guarantee the power you get is solar or hydro generated for example, and therefore no retailer is greener than other.
Kath Dewar is the managing director of GoodSense - an ethical marketing company. She discusses the issue with Lisa Owen.
