Group cites ad law in beef with Wienermobile

HONOLULU - Not everyone would loves Oscar Mayer's Wienermobile.

An environmental group dedicated to protecting Hawaii's scenery claims the beloved orange and yellow, hot dog-shaped vehicle is in violation of the Hawaii's ban on vehicular advertising.

The Outdoor Circle sent a letter to Kraft Foods this week, advising the company of the ban enacted in 2006 and requesting that the Wienermobile's recent two-week visit to Hawaii be its last. The group also threatened to take the matter further, if it had to.

Hawaii has one of the nation's strictest public advertising and signage restrictions, as one of only four states that prohibits billboard ads.

"We're just trying to protect Hawaii's most important asset, and that's the visual beauty of our islands," Outdoor Circle spokesman Bob Loy said Thursday. "It's the thing that gives the people of Hawaii the best quality of life of any place ... and it's the thing that lures 7 million people here every year."

Kraft Foods, the parent company of Oscar Mayer, disputes any laws were broken.

"To our knowledge, we did not violate any laws," Kraft spokeswoman Syd Lindner said. "We worked with local authorities to secure permits when they were necessary and we had a 'franktastic' time in Hawaii."

The Wienermobile's recent island stop was the first in five years.

Lindner said the Wienermobile left Hawaii a couple days ago and that there were no plans to return. She said a future return "would be speculation. It's not in the schedule."

In the Outdoor Circle's letter, CEO Mary Steiner wrote that Kraft may not have been aware of the law, which makes it unlawful to operate or park ... "any vehicle or trailer carrying a vehicular advertising device for consideration or any other economic benefit if the vehicle or trailer is used primarily to display a vehicular advertising device."

A first-time offense could result in a fine up to $1,000. Subsequent offenses can run as high as $5,000 a day. However, citations are rare.

"It is our distinct preference that the laws that protect Hawaii's beauty be met through voluntary compliance rather than enforcement," Steiner wrote in the letter. "However, we will not hesitate to file a complaint against Kraft Foods should the Wienermobile return to the state."

Several trucks and vehicles in Hawaii are covered with their company logos or signs, from beverage trucks to tour vans, but Loy said the primary purpose of those vehicles are to transport goods or people — not advertise.

Lindner said the Wienermobile serves other purposes than promotions, such as helping raising money for charities.

But Outdoor Circle disagreed that the Wienermobile was doing anything but cooking up attention.

"It's pretty hard to look at that thing and not believe its primary purpose is advertising," Loy said. "We don't want the next thing to be a slot machine vehicle driving down King Street advertising a Vegas casino."

The beef comes less than a week after a Wienermobile lost control and crashed into a Wisconsin house.

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On the Net:

Oscar Mayer Wienermobile: http://brands.kraftfoods.com/oscarmayer/omm(underscore)wienermobile.htm

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