Store removes ad

Pak ’n Save has removed a television advertisement after receiving a complaint the voiceover ‘‘completely butchered’’ te reo Ma¯ori. The Advertising Standards Authority (ASA) received a complaint from a viewer whowas concerned the voiceover did not pronounceWainoni correctly. The voiceover in the advertisement said ‘‘welcome to Pak ’n Save shop-off...this is Shannon, she filled her trolley at Pak ’n SaveWainoni’’. The complainant said the advertisement ‘‘contributed to racism and mispronunciation’’ of te reo Ma¯ori words. ‘‘We are never going tomove forward with respect for Ma¯ori when there are ads like this.’’ Pak ’n Save said the advertisementwas no longer airing and it would not use it again. The ASA said the supermarket ‘‘expressed gratitude’’ to the complainant for raising the matter and said it sought to improve its pronunciation of te reo. The ASA said it would serve no further purpose to place the matter before the complaints board.