Anzac Day advertising guidelines
With Anzac Day approaching, a reminder that the use of the word “Anzac” in advertising is tightly restricted under New Zealand law.
Anzac Day, observed on 25 April, commemorates the landing of the Australian and New Zealand Army Corps at Gallipoli during World War I.
The Ministry for Culture and Heritage administers guidelines under the Flags, Emblems, and Names Protection Act 1981. These prohibit the use of the word “Anzac” in trade or business without approval from the Minister for Arts, Culture and Heritage and the Governor-General. The intent is to protect the term from commercialisation and ensure its use is not offensive to public sentiment.
‘Anzac’ or ‘ANZAC’
“ANZAC” (all capitals) should only be used when referring to the specific Corps. In all other cases, “Anzac” is preferred.
Use in advertising
“Anzac” cannot be used in advertising without approval. There are limited exceptions, including:
“Anzac biscuits” – permitted if the product follows the traditional recipe and form
“Anzac Day” promotions – e.g. “Anzac Day Sale” is acceptable when tied to 25 April (however “Anzac Sale” would be an offence)
All uses must still be respectful and not offensive.
Penalty for unauthorised use
Unauthorised use can result in fines of up to $50,000 plus additional daily fines for ongoing breaches.
Further Information
For full guidance, refer to the Ministry for Culture and Heritage website.
