PRESS RELEASE
23 JULY 2007
FOR IMMEDIATE RELEASE

“100% Pure New Zealand” Tourism Brand Under Fire

Tourism New Zealand’s iconic “100% Pure New Zealand” brand, designed to attract environmentally conscious inbound travellers from around the globe, may fall victim to the government’s own pest control policies.

A formal complaint was lodged on 7 July with the Commerce Commission by the Upper Coromandel Landcare Association (UCLA) charging breaches of the Fair Trading Act in relation to Tourism’s use of the brand. The complaint has been reviewed by the Commission Contact Centre and was advanced to the Fair Trading Branch last Friday for further consideration and possible investigation or enforcement action.

The Coromandel conservation group charges in its complaint that Tourism New Zealand's use of the branding mark "100% Pure New Zealand" is both false and misleading, specifically in respect of the routine and increasing aerial application of sodium monofluoroacetate (or compound "1080" poison) by the Department of Conservation and regional councils throughout hundreds of thousands of hectares of easily accessible New Zealand bush each year.

According to the complaint, Tourism New Zealand's "100% Pure New Zealand" web site makes claims as to "New Zealand's pure natural environment". Furthermore, on its web site Tourism New Zealand urges prospective tourists to "Get off the beaten track and discover..."

However, UCLA points out that any of the many areas of New Zealand in which 1080 has been aerially applied is not only “not 100% pure", but is actually extremely dangerous for any person to enter upon for any reason for a period of up to six months or one year after poisoning, depending on conditions.

The complaint states that use of the "100% Pure New Zealand" brand as a trading mark may contribute to adverse consequences, including but not limited to the illness or death of visitors to the New Zealand bush by direct or indirect poisoning, including long-term and chronic disorders, some of which may not become apparent for many years.

UCLA states that the Department of Conservation itself acknowledges dangers from 1080 in the bush, including risk to any animal (including humans) that enters into a poisoned area; that takes drinking water from a poisoned area; or that ingests food sourced from a poisoned area or sourced within the drainage perimeter.

UCLA points out in its complaint that DOC has within the past year signposted roads and tracks, among them highly popular tourist routes on the Coromandel Peninsula and elsewhere, warning tourists and residents not to venture off the road and to exercise particular caution with regard to children and pets.

The environment group has requested, in the pubic interest, that Tourism New Zealand be directed to immediately cease its use of the "100% Pure New Zealand" trading mark and that Tourism New Zealand be directed to fully inform the public as to the impurities and health hazards identified.

ENDS

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