Social Responsibility and Consumer Protection

Alcohol advertising carries a significant social responsibility to protect consumers and society from the harms associated with alcohol misuse.

ANZA actively supports the Advertising Standards Authority’s (ASA) Code for Advertising and Promotion of Alcohol, which mandates that all alcohol marketing must exhibit a high standard of social responsibility.

This includes targeting adult audiences exclusively and avoiding the encouragement of harmful or excessive consumption behaviours such as rapid drinking, peer pressure, or portraying refusal of alcohol negatively. Advertisements must be truthful, decent, honest, and legal, and must never condone anti-social or violent behaviours related to alcohol consumption.

In practice, this means alcohol adverts should not glamorize or normalize excessive drinking or risky behaviours, nor suggest health or social benefits that are unsubstantiated.

By maintaining such strict standards, the advertising industry helps limit alcohol-related harm and protects vulnerable groups, particularly minors. Responsible alcohol advertising promotes consumer trust and aligns with public health goals to reduce alcohol misuse in New Zealand society.