Ad description
A national press ad for thinkisrael.com which appeared on 4 June 2011, was headlined "THE TALE OF NEBUCHADNEZZAR". Text underneath stated "Where else but Israel would you find a man who turns water into wine. Micha Vaadia is the latest member of a generation of Israeli wine makers. From his mountain top winery, he produces smooth, robust wines using the water from the sacred Galil mountains. One of its neighbouring vineyards produces the Yiron Syrah recently judged to be one of the top 100 reds in the world by Decanter magazine ... From its hidden gems to its visible jewels, Israel is indisputably the land of a million stories. To read more of them and to download a special guide go to thinkisrael.com". The text was accompanied by a picture of a woman in a vineyard.
Issue
The complainant challenged whether the ad misleadingly implied that the wine producer, Micha Vaadia, was based in Israel when he understood that they were based in Syria.
Response
The Israeli Government Tourist Office said the vineyard was located in upper Galillee, northern Israel and provided the vineyard's full address. They provided a copy of a map which showed the vineyard's location in Israel. They said that the photograph used in the ad was taken on location at the Galil Mountain vineyard. They did not believe the ad was misleading.
Assessment
Not Upheld
The ASA noted the complainant's concerns, but we noted that the address and geographical location of the Galil Mountain winery referred to in the ad was in northern Israel. We understood Micha Vaadia previously worked at the Golan Heights winery and that the borders and status of the occupied territory of the Golan Heights, within which that vineyard lay, was the subject of much international dispute. However, given that that vineyard was not the one referred to in the ad and Micha Vaadia was based in Israel, we concluded that the ad was not misleading.
We investigated the ad under CAP Code (Edition 12) rules 3.1 3.1 Marketing communications must not materially mislead or be likely to do so. (Misleading advertising) and 3.7 3.7 Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove claims that consumers are likely to regard as objective and that are capable of objective substantiation. The ASA may regard claims as misleading in the absence of adequate substantiation. (Substantiation) but did not find it in breach.
Action
No further action necessary.
