‘100% Pure’ is 100% OK, says ads watchdog
31 May 2013

The advertising standards watchdog agrees with the Prime Minister – New Zealand’s 100% Pure claims are just a branding exercise.
In fact, it says that claiming New Zealand is 100% pure in the face of scientific evidence of environmental degradation is no different from The Warehouse’s claim that “everyone gets a bargain”.
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Story copyright © Carbon News 2013