The people complaining about New Zealand’s 100% pure marketing campaign have had a logic bypass.
Most advertisements use slogans, many are hyperbolic, and few are meant to be taken literally.
Of course New Zealand isn’t 100% pure, nowhere is nor could it be.
As a gust poster at Whaleoil points out:
. . .100% Water is sterile and nothing lives in that because it is, well, umm, sterile. . .
But under the hyperbole is the fact that we have a beautiful country which compares well by world standards.
Some of that is down to luck, some to good management.
Can we get better, should we? Of course.
Will that be achieved by criticism based on selective facts and dark green hyperbole? No.