The advertising agency with Tourism New Zealand as a client, says the country should stick with the advertising slogan 100% Pure despite it being described as a 'festering sore' by China's state news agency following the Fonterra contamination scare.
Other countries have also joined in the criticism and and cast doubt on the country's environmental record.
Founder and director of advertising agency Whybin-TBWA David Walden is defending the slogan and says it has never been touted as a claim about the environment and the country should stick with it.
But David McGregor, who owns another advertising agency, says it may be time to rethink whether New Zealand's potential customers believe the slogan is untrue.
