Complaint number: 25/289
Advertiser: Brand Developers Ltd
Advertisement: Handy Saw, Television
Date of meeting: 9 December 2025
Outcome: Not Upheld

Summary of the Complaints Board decision
The Complaints Board did not uphold two complaints about the Brand Developers television advertisement promoting the Handy Saw. The Complaints Board said it was not a requirement for gloves to be worn when using a chainsaw and the advertisement presented it as a personal preference. The Board said the demonstrations of the saw’s use in the advertisement was unlikely to mislead or deceive consumers.

Description of advertisement
The Brand Developers infomercial style advertisement for the Handy Saw shows the battery operated mini chainsaw being used in a number of demonstrations around the garden including cutting branches ,roots, hedges and planks of wood. The advertisement includes testimonials from two satisfied customers.

Summary of the complaints
There were two complaints regarding this advertisement.

Complainant 1 was concerned the advertisement:

• Raised safety concerns about showing women using chainsaw in shortsleeved tops, are arms and not using protective gloves

Complainant 2 was concerned the advertisement:

• Was misleading to show the chainsaw cutting through a branch which looked precut

Relevant Codes: Advertising Standards Code, Principle 1, Rule 1(e)- Safety, Principle 2, Rule 2(b) – Truthful presentation

Issues raised:

• Social Responsibility
• Safety
• Truthful Presentation

Summary of the Advertiser’s response:

Complaint 1

• The Handy Saw is a compact, battery-powered mini trimming saw designed for light pruning and DIY tasks, not heavy forestry work. Its power and chain speed are much lower than full-size chainsaws, making violent kickback impossible.
• The advertisement was developed with attention to safe use. Most users shown wear gloves; one is shown without gloves to illustrate that glove use is a personal preference for this low-power tool.
• WorkSafe NZ and other sources note that bulky gloves can reduce dexterity and increase risk, so manufacturer advice is to wear gloves if preferred, but prioritize grip and control.
• The ad aimed to reflect genuine user choice and encourage viewers to assess their own safety needs, not to promote reckless use. All users in the ad operate the tool safely and keep body parts clear of the chain.

Complaint 2

• Regarding the claim that a branch was “clearly precut,” the footage shows an elderly lady cutting a branch, which tears and drops naturally as the saw nears the final fibres. The steep angle in the shot may have caused confusion.

Summary of the Media’s response

Complaint 1

• All actors in the advertisement wear safety glasses, which is the primary recommended protective equipment for pruning and cutting tasks.
• Gloves are used when handling certain branches, but are not required PPE for operating small electric pruning saws.
• Some manufacturers advise caution when wearing gloves around rotating components, as gloves can reduce dexterity or become caught.

Complaint 2

• The advertisement uses standard demonstration editing, showing both initial and final cuts across multiple branches.