CCA is one of a number of drinks groups that opposed the cash for cans scheme

CCA is one of a number of drinks groups that opposed the 'cash for cans' scheme

Coca-Cola Amatil has denied having a say in an Australian TV company's decision not to screen an advert attacking its opposition to a recycling scheme in the country's Northern Territory.

The Greenpeace ad, which can be viewed below, shows young people drinking plastic bottles of Coca-Cola on a beach as dead birds fall from the sky. Greenpeace wanted to have the ad screened on Channel Nine, the Cairns Post reported.

However, Channel Nine's sales director, Peter Wiltshire, was reported as saying: "On reviewing the content we deemed it to be offensive to our viewers." 

The Northern Territory recycling scheme - known as 'cash for cans' – was ruled invalid in February after Coca-Cola Amatil, Schweppes Austraila and Lion launched legal action against the measure. However, MPs mounted a bid to save the scheme in March. Under the initiative, customers paid a AUD0.10 (US$0.10) deposit, which is refunded when a can is returned to be recycled.

When contacted by just-drinks, CCA said it would not comment on the ad directly. However, a spokesperson said: "No-one from Coca-Cola had contact with or put pressure on Channel 9 not to run the advertisement.” 

Expert analysis

Soft Drinks in Australia

Soft Drinks in Australia

Soft Drinks in Australia industry profile provides top-line qualitative and quantitative summary information including: market share, market size (value and volume 2007-11, and forecast to 2016). The ...read more