B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • State of Origin
  • WPP
  • NRL
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • AFL
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • AI
  • ARN
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Advertising Standards Board Rules In Favour Of 7-Eleven Slurpee “Haka” Ad
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Advertising Standards Board Rules In Favour Of 7-Eleven Slurpee “Haka” Ad
AdvertisingFeatured

Advertising Standards Board Rules In Favour Of 7-Eleven Slurpee “Haka” Ad

Staff Writers
Published on: 5th January 2016 at 6:00 AM
Staff Writers
Share
2 Min Read
SHARE

An ad for a 7-Eleven Slurpee that depicted the Maori Haka has been deemed not offensive by the Advertising Standards Board (ASB).

The ad which aired on social media showed a “traditional Maori warrior” singing the virtues of a Kiwi Berry Slurpee.

Click here to see the offending clip.

One complainant to the ASB described the ad as “totally inaccurate and offensive representation of Maori people”.

The complainant said the ad could “propagate a racist attitude towards not only Maori, but indigenous people and cultures more broadly.

“The awkward performance depicts Maori people as illiterate savages who simply grunt and yell their way through their own native songs and dances.

“Put simply, the fact that a non-Maori organisation is cheaply exploiting (not even respectfully appropriating) my culture and customs for [its] own commercial gain is utterly offensive and unethical.”

In its defence, 7-Eleven claimed the ad was “carefully considered” and that it had not meant to be threatening. It said that the “depiction is not in any way intended to ridicule or portray Maori people in a negative manner”.

The actor in the ad was of Maori heritage and willingly agreed to partake in the ad.

Much like ANZAC in Australia the Haka is protected by law in New Zealand and any attempts to commercialise it.

The ASB ruled that the Maori actor was portrayed in a positive manner and was “not ridiculed or presented in a light which suggests he is to be laughed at or thought less of”.

Members of the ASB have been reported in The Guardian Australia as saying that the All Blacks use of the Haka had so commercialised the traditional war dance that most people couldn’t see any other significance.

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Advertising Standards Bureau, INDEPTH
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Cindy Rose Appointed WPP CEO
10/07/2025
Dame Lisa Carrington.
Zespri Teams Up With World Champion Kayaker Dame Lisa Carrington In Global Partnership
10/07/2025
Agency Scorecard: EssenceMediacom
10/07/2025
Agency Scorecard: It’s Friday
10/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?