Advertising regulation in New Zealand

Advertising in New Zealand operates under a system of self-regulation led by the communications and media industry. At the centre of this system is the Advertising Standards Authority (ASA), which is responsible for setting and enforcing the standards that govern advertising across all media

All advertising in New Zealand is required to comply with the ASA’s Advertising Codes of Practice. These consist of the Advertising Standards Code and six sector Codes where advertisers are expected to take particular care; Alcohol, Children, Food and Beverages, Finance, Therapeutic and Health, and Gambling.

Any individual, company, or organisation may lodge a complaint with the ASA about an advertisement they have seen. The ASA’s remit covers all forms of marketing communication, including television commercials, billboards, social media, and direct marketing.

Complaints are considered by an independent Advertising Standards Complaints Board (ASCB). Where the ASCB determines that an advertisement breaches the Codes, the advertiser, agency, and media are requested to withdraw the advertisement. Compliance with these decisions is extremely high, and ASCB rulings are publicly released.