How Advertising Is Regulated in New Zealand

A woman shopping for beer in a store, holding a bottle of beer in one hand and a smartphone in the other, inside a well-stocked liquor store.

Advertising in New Zealand operates under a co-regulatory system.

This means responsibility is shared between industry bodies and government regulators, ensuring advertising is effective, responsible and trusted.

At the centre of this system are four key organisations:

  • Association of New Zealand Advertisers (ANZA)

  • Advertising Standards Authority (ASA)

  • Commerce Commission

  • Broadcasting Standards Authority (BSA)

Together, they shape how advertising is created, regulated and enforced.

The Co-Regulatory Model How It Works

New Zealand’s advertising system combines:

  • Industry self-regulation led by the ASA and supported by ANZA

  • Government legislation and enforcement led by the Commerce Commission and other regulators

In simple terms:

  • The industry sets the standards

  • The law enforces them where required

This model allows advertising to remain flexible and innovative, while maintaining strong consumer protections.

  • The Association of New Zealand Advertisers represents the interests of advertisers, the organisations that fund and deliver advertising across all media.

    ANZA plays a key role in the co-regulatory system by:

    • Representing advertisers at a governance level

    • Participating in the development of advertising codes

    • Contributing to industry standards and best practice

    • Advocating on policy and regulatory issues

    • Providing pre-vetting services for high-risk categories

    ANZA also holds representation on the ASA Board and Codes Committee, ensuring the advertiser perspective is included in how advertising rules are shaped and applied.

  • The Advertising Standards Authority is the industry body responsible for setting the rules that govern advertising content.

    The ASA:

    • Develops and maintains the Advertising Standards Code

    • Oversees sector-specific codes such as alcohol, food and therapeutic advertising

    • Manages the complaints process

    • Can require advertisements to be removed or amended

    The ASA operates as a self-regulatory body, but its decisions are widely respected and followed across the industry.

  • The Commerce Commission enforces the legal framework that underpins advertising.

    Its primary role is to ensure advertising is not:

    • Misleading

    • Deceptive

    • Unsubstantiated

    Through the Fair Trading Act, the Commerce Commission has the power to investigate and prosecute breaches, including issuing significant fines.

  • The Broadcasting Standards Authority oversees standards for television and radio content.

    While its focus is broader than advertising alone, it plays a role in ensuring broadcast environments meet expectations around:

    • Harm and offence

    • Balance and fairness

    • Protection of audiences

  • Each organisation plays a distinct role within a connected system:

    • ANZA represents advertisers and contributes to governance and code development

    • ASA sets the standards and manages complaints

    • Commerce Commission enforces the law

    • BSA oversees broadcast content standards

    Together, this creates a system that is:

    • Balanced, combining flexibility with accountability

    • Responsive, able to evolve with new media and technologies

    • Trusted, protecting both consumers and advertisers

ANZA’s Role in Code Development and Industry Standards

ANZA is not just a representative body, it is an active contributor to how the system operates. Through its governance and industry involvement, ANZA:

  • Contributes to the development and review of advertising codes

  • Ensures advertiser perspectives are reflected in standards

  • Supports responsible advertising practices

  • Helps maintain a fair and effective self-regulatory system

In addition, ANZA provides specialist pre-vetting services, including:

  • Therapeutic Advertising Pre-vetting Service (TAPS)

  • Liquor Advertising and Promotion Pre-vetting Service (LAPPS)

These services help advertisers ensure compliance before campaigns go live.

Why This System Matters

New Zealand’s co-regulatory model is designed to:

  • Support responsible advertising

  • Protect consumers

  • Enable innovation and effectiveness

  • Maintain trust across the advertising ecosystem

ANZA plays a central role in ensuring this system works effectively for advertisers, regulators and the wider public.

In Summary

Advertising in New Zealand is governed by a collaborative system where:

  • The industry sets the standards

  • The law enforces them

  • ANZA helps shape and support both

This ensures advertising remains responsible, effective and aligned with the expectations of New Zealand audiences.

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