Clear, Comprehensible Information in an Age of Complexity

Financial advertising sits at the intersection of trust and decision-making. As products evolve — from digital wallets and buy-now-pay-later schemes to micro-investments, forex platforms, and app-based lenders — the information consumers rely on has never been more complex. And yet the demand is the same as it has always been: tell me what I need to know, in a way I can understand.

In reality, the gap between product sophistication and consumer comprehension is widening. Highly technical features, variable fees, and risk profiles are often compressed into short-form ads, fast-moving digital formats, or influencer-led content. Complexity is no excuse for opacity. If anything, it increases the industry’s responsibility.

The Rising Cost of Confusion

When financial information is unclear, consumers face real harm: unexpected fees, debt cycles, unrealistic expectations of returns, and decisions made under pressure. The reputational cost to brands — and ultimately to the wider advertising ecosystem — is equally high. Once trust erodes in financial advertising, it infects consumer confidence more broadly.

For responsible advertisers, clarity is not a nice-to-have. It is a strategic asset.

The ASA Code: A Clear Benchmark — But Not a Ceiling

New Zealand’s ASA Code for Financial Advertising sets a strong baseline. It requires that:

• Information must be clear, accurate, and easily understood.

• Advertisers must not confuse, mislead, or exploit consumers’ lack of knowledge.

• Key terms, risks, and limitations must be disclosed where they materially influence decisions.

• Any claims about returns, savings, or product performance must be substantiated.

These principles are essential. But in a marketplace moving this quickly, responsible advertisers should treat the Code as a minimum standard, not the finish line.

Three Areas Where Leadership Matters

1. Translating Complexity into Human Language

Plain language must be the default, not the exception. High-fee structures, penalty conditions, crypto volatility, or lending criteria should be explained in ways that are unambiguous and genuinely useful. If consumers cannot easily repeat back what a product involves, the communication has not done its job.

2. Making Disclosures Meaningful, Not Decorative

A disclosure hidden behind a tap, buried below a fold, or written in text so dense it might as well be invisible does not serve the consumer — or the industry. Responsible advertisers elevate key information to the same prominence as the claims that attract attention.

3. Designing for Informed Choices, Not Impulsive Clicks

Digital financial ads often compete on speed and simplicity. Responsible advertisers balance this with friction where it matters: giving consumers the chance to pause, read more, or compare. This is especially important in credit, investment, insurance, and BNPL categories, where long-term commitments sit behind short-term convenience.

Where ANZA Stands

ANZA believes the future of responsible financial advertising in New Zealand depends on transparency that matches the sophistication of the products offered. We support strong, consistent application of the ASA Code — and encourage advertisers to go beyond it by prioritising clarity, comprehension, and consumer empowerment at every step.

In an age of complexity, responsible advertisers succeed not by saying more, but by making what they say unmistakably clear.