Complaint number: 25/251
Advertiser: Greenpeace
Advertisement: Greenpeace Television
Date of meeting: 11 November 2025
Outcome: Not Upheld. No further action required

Summary of the Complaints Board decision
The Complaints Board did not uphold a complaint about a Greenpeace television advertisement opposing a fishing method called bottom trawling. The Board said the advertisement was not misleading, in the context of advocacy advertising, and the factual statements made in the advertisement had been adequately substantiated.

Description of advertisement
The Greenpeace television advertisement, which played during a programme called “Ocean Bounty” included a voiceover which said “…industrial bottom trawling is causing widespread destruction. Trawling nets scrape the sea floor bare, destroying ancient coral forests and delicate ecosystems, leaving behind a barren wasteland. Sharks, seals and dolphins are being killed in the process. New Zealand is the last country still bottom trawling in the Tasman high seas…”

Summary of the complaint
The Complainant was concerned the advertisement had been intentionally placed during Ocean Bounty, a programme about sustainable fishing. He said the advertisement was misleading because it made the following factual claims:

• “…industrial bottom trawling is causing widespread destruction”
• “Trawling nets scrape the sea floor bare, destroying ancient coral forests and delicate ecosystems, leaving behind a barren wasteland”, and
• “Sharks, seals and dolphins are being killed in the process” (of bottom
  trawling)

Relevant Codes: Advertising Standards Code – Principle 2, Rule 2 (b), Rule 2 (e), Rule 2 (h)

Issues raised:

• Truthful Presentation
• Advocacy Advertising
• Environmental Claims

Summary of the Advertiser’s response:
The Advertiser defended the advertisement and said the devastating impact of bottom trawling, on ecosystems and the marine life that depend on them, is widely understood and scientifically documented. The Advertiser said bottom trawling is having a substantial negative impact on the health of vulnerable marine environments both in New Zealand and in the international waters where the New Zealand fishing fleet operates.