Advertising Pre-Vetting in New Zealand
Advertising pre-vetting plays an important role in helping advertisers ensure their campaigns meet New Zealand’s regulatory and industry standards before they go live.
In New Zealand, pre-vetting is not handled by a single organisation. Instead, it operates as a specialised system, with different services covering different types of advertising.
Understanding how this system works is key to avoiding risk and ensuring compliance.
What Is Advertising Pre-Vetting?
Pre-vetting is the process of reviewing advertising content before publication or broadcast to ensure it complies with:
Advertising Standards Authority (ASA) codes
Relevant legislation
Category-specific rules
It is particularly important in higher-risk categories such as:
Therapeutic and health products
Alcohol
Financial services
Advertising to children
Pre-vetting helps advertisers reduce the risk of complaints, legal issues and reputational damage.
The Pre-Vetting Ecosystem in New Zealand
There are two primary types of pre-vetting in New Zealand:
Category-specific compliance pre-vetting
Broadcast approval for television advertising
These are delivered by different organisations, with distinct roles.
ANZA Pre-Vetting Services
The Association of New Zealand Advertisers provides specialist pre-vetting services for categories that require a higher level of scrutiny.
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TAPS applies to:
Medicines
Health products
Medical devices
Therapeutic services
This service ensures that advertising claims are:
Accurate and evidence-based
Compliant with legislation
Aligned with ASA Therapeutic Advertising Codes
TAPS reviews are conducted by independent experts.
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LAPPS applies to:
Alcohol advertising
Alcohol promotions and sponsorship
This service ensures compliance with:
ASA Alcohol Advertising Code
Responsible marketing requirements
Restrictions around targeting and placement
Why ANZA’s Pre-Vetting Role Matters
ANZA’s pre-vetting services are:
Specialist - focused on high-risk categories
Preventative - designed to stop issues before ads go live
Aligned with governance - connected to the broader regulatory framework
These services support responsible advertising while helping advertisers operate with confidence.
Broadcast Approval for Television Advertising
Television advertising requires a separate approval process before it can be aired. This is managed by the Commercial Approvals Bureau.
The CAB:
Reviews television commercials before broadcast
Ensures ads meet technical and classification requirements
Confirms compliance with relevant codes and standards
This process applies to broadcast placement, not category-specific claims.
Key Difference: ANZA vs CAB
While both are part of the broader system, their roles are different.
ANZA pre-vetting (TAPS, LAPPS):
Focuses on content compliance in high-risk categories
Reviews claims, messaging and targeting
Applies across all media
CAB approval:
Focuses on broadcast clearance for TV advertising
Ensures ads meet technical and scheduling requirements
Applies specifically to television
How the System Works Together
In many cases, advertisers may use both:
ANZA pre-vetting for category compliance
CAB approval for broadcast clearance
This layered approach ensures that advertising is:
Responsible
Compliant
Ready for publication across channels
ANZA’s Role Within the System
ANZA’s role in pre-vetting goes beyond service delivery. It reflects its broader contribution to the advertising ecosystem, including:
Supporting industry self-regulation
Aligning advertisers with ASA standards
Promoting responsible advertising practices
Reducing risk across the industry
In Summary
Advertising pre-vetting in New Zealand is a structured system with clearly defined roles.
ANZA provides specialist pre-vetting for high-risk categories
CAB manages broadcast approval for television advertising
Together, these services help ensure that advertising is compliant, responsible and aligned with New Zealand’s regulatory framework.