Seven follows Nine in rejecting ‘offensive’ Greenpeace ad

The Seven Network has declined to run a Greenpeace TV ad which targets Coca-Cola over its recycling practices a week after Nine took the same approach.

Last week, Mumbrella reported how the Nine Network had rejected a confronting television commercial from the environmental group showing people enjoying bottles of Coca Cola by the beach before seeing hundreds of sea birds literally dropping from the sky.

The advertisement was rejected by Nine last week on the grounds it was “offensive”. Today a Seven spokesman confirmed the network had also rejected the advertisement saying it was their choice about whether they accepted or declined a booking.

“We can choose to accept or decline a booking.  It does happen. (The) same policies have been in place since the first days of television.  We chose to decline this one,” said the Seven spokesman, in an email.

Greenpeace says it was told by Seven the ad was ‘inappropriate’ despite having received clearance and classification by Free TV.

“None of the channels have clarified why an ad that has passed their own industry body’s standards is unfit to air,” claimed Greenpeace Campaigner Reece Turner. “The most logical conclusion is that the networks fear losing advertising revenue from Coca-Cola.”

Last week Coca-Cola issued a statement saying that they had nothing to do with the decision not to run the ad. A Coca-Cola spokeswoman told Mumbrella last week: “No-one from Coca-Cola had contact with or put pressure on Channel 9 not to run the ad.”

The beverage manufacturer added today: “Adwords (or paid search) is a legitimate and transparent means to help people understand our position on recycling and why we don’t support container deposits. Greenpeace are entitled to their opinion, but the idea that we are trying to shut down debate is simply not supported by the facts.” The company also says it is happy to debate the topic and cites its stakeholder meetings, facebook page and blog as examples of this.

Greenpeace said SBS has also declined to run the advertisement. The spokesperson for the network did not provide a reason for the decision.

Nic Christensen


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