Tags: sodastream | ad | ban | britain

Britain Bans Israel's SodaStream Ads

Wednesday, 28 Nov 2012 10:58 AM

By Martin Gould

  Comment  |
   Contact  |
  Print   |
    A   A  
  Copy Shortlink
Advertisements for the Israeli company SodaStream have been banned in Britain — because they “denigrate” the bottled drinks industry.

Now the company is to appeal the decision calling it “disappointing and disturbing for any democratic society."

“It is like saying that iPod ads denigrate the Walkman or that car ads denigrated the horse and buggy,” said SodaStream CEO Daniel Birnbaum. He said the reason for the decision was “absurd.”

SodaStream has been the subject of boycotts because its main plant is in Mishor Adumim in the West Bank, an area claimed by the Palestinians.

The Israeli news network Arutz Sheva suggested the reason for the ban is political.

“The factory is considered a political and moral sin” by the pro-Palestinian Boycott, Divestment and Sanctions campaign, the news site said, because the plant, which employs Arabs “is located beyond the 1949 Temporary Armistice Lines drawn by the United Nations after the Arab world failed to annihilate the fledgling Jewish State.”

Arutz Sheva said Britain has previously banned Israeli tourism ads that showed Jerusalem as part of Israel.

SodaStream manufactures machines for home use to make carbonated drinks and promotes itself as environmentally friendly because it reduces the use of plastic bottles and aluminum cans. The ad shows plastic bottles disappearing as people at home use their SodaStream machines.

Television advertisements in Britain are regulated by Clearcast, an organization owned by six major broadcasters in the country.

Clearcast said a majority on the panel looking at the SodaStream ad decided it “could be seen to tell people not to go to supermarkets and buy soft drinks, [and] instead help to save the environment by buying a SodaStream.”

That was considered “denigration of the bottled-drinks market.”

SodaStream will appeal the decision next week.

"This decision is absurd, and the explanation given is totally unreasonable," said Birnbaum.

"Are we really being censored for helping to save the environment?” he asked. “This might be the first time in the world when an environmental approach has been shut down by the media to protect a traditional industry.

"With global recycling rates estimated to be less than 30 percent, more than 1 billion of those bottles and cans are dumped as waste across parks, oceans and landfills every single day," he added.

"Our ad confronts the beverage industry and its arguably outdated business model by showing people that there exists a smarter way to enjoy soft drinks."

© 2014 Newsmax. All rights reserved.

  Comment  |
   Contact  |
  Print   |
  Copy Shortlink
Around the Web
Join the Newsmax Community
Please review Community Guidelines before posting a comment.
>> Register to share your comments with the community.
>> Login if you are already a member.
blog comments powered by Disqus
 
Email:
Country
Zip Code:
Privacy: We never share your email.
 
Follow Newsmax
Like us
on Facebook
Follow us
on Twitter
Add us
on Google Plus
Around the Web
Top Stories
You May Also Like

Obama to Block Exports of Goods, Technology, Services to Crimea

Friday, 19 Dec 2014 17:29 PM

President Barack Obama on Friday said he would ban exports of goods, technology or services to Ukraine's Crimea region,  . . .

Obama Called Only on Female Reporters at Year-End Presser

Friday, 19 Dec 2014 16:21 PM

President Barack Obama took questions only from women reporters at his year-end press conference on Friday , eight of th . . .

Obama: Keystone Would Have 'Nominal Impact' for Consumers, Workers

Friday, 19 Dec 2014 15:50 PM

President Obama said on Friday that construction of the Keystone XL pipeline to transport crude oil from Canada to the U . . .

Most Commented

Newsmax, Moneynews, Newsmax Health, and Independent. American. are registered trademarks of Newsmax Media, Inc. Newsmax TV, and Newsmax World are trademarks of Newsmax Media, Inc.

 
NEWSMAX.COM
America's News Page
©  Newsmax Media, Inc.
All Rights Reserved