Australia: Beck's beer advertising criticized

A German beer company is under fire for its advertising, FMNN reported January 25. According to a posting from the Australian Jewish News, the recent commercials for Beck's beer in Australia are being challenged for claiming that the product is brewed according to "the German Purity Law." The televised ads, airing on Foxtel’s Comedy Channel, both speak the words and splash them across the screen.

Unfortunately, for some Jewish descendants from the Holocaust, this is too close to from Nazi Germany’s racial "purity" laws from 20th Century history, and they want changes made. B’nai B’rith Anti-Defamation Commission (ADC) Chairman Michael Lipshutz is quoted as saying Beck’s should specify a "German beer purity law" to distinguish it more clearly. Meanwhile, James Tait, corporate affairs manager for Beck’s importer Lion Nathan Australia, reportedly responded that the advertisement "has been running in Australia and other parts of the world for several years, and noted that "The German Purity Law is a brewing law that ensures only natural ingredients are used. It has been around since 1516 and the ad is clear that it [the purity law] relates to the product."

Lipshutz reportedly countered with these words: "I think it is insensitive. It leaves a sour taste," and said the ADC would "investigate the commercial."

26 January, 2007