Alcohol Advertising in New Zealand
Advertising for alcohol products in New Zealand is subject to strict standards designed to promote responsibility and protect consumers.
As the peak body for New Zealand advertisers, ANZA represents brand owners and plays an active role in supporting responsible alcohol advertising within the co-regulatory system.
The Regulatory Framework
Alcohol advertising is governed by the Advertising Standards Authority through the Alcohol Advertising and Promotion Code.
This code sets clear rules to ensure advertising:
Does not target or appeal to minors
Does not promote excessive or irresponsible consumption
Does not suggest alcohol leads to social, sexual or professional success
Is placed responsibly across media channels
The ASA manages a public complaints process and can require advertisements to be removed or amended if they breach the code.
In addition, legal enforcement sits behind the system through legislation such as the Sale and Supply of Alcohol Act and the Fair Trading Act.
ANZA’s Role
The Association of New Zealand Advertisers supports responsible alcohol advertising through both governance and practical guidance.
ANZA:
Represents advertisers in the development of advertising standards
Contributes to the ongoing review of the ASA Alcohol Advertising Code
Advocates for a responsible and workable regulatory framework
Supports advertisers in understanding and applying the rules
This ensures that advertiser perspectives are included while maintaining strong consumer protections.
Pre-Vetting for Alcohol Advertising (LAPPS)
ANZA administers the Liquor Advertising and Promotion Pre-vetting Service (LAPPS).
LAPPS is a specialist service designed to help advertisers ensure their campaigns comply with the ASA Alcohol Advertising Code before they go live.
Through LAPPS:
Advertising is reviewed prior to publication
Potential compliance issues are identified early
Advertisers reduce the risk of complaints or regulatory action
This proactive approach helps make responsible advertising the standard across the industry.
Supporting Responsible Advertising
ANZA works with advertisers to promote best practice in alcohol marketing.
This includes:
Encouraging responsible messaging and placement
Supporting transparency and accountability
Providing guidance on evolving standards and expectations
The goal is to ensure that alcohol advertising in New Zealand is both effective and socially responsible.
Alcohol Advertising FAQs
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The Advertising Standards Authority sets the rules through the Alcohol Advertising and Promotion Code.
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ANZA represents advertisers, contributes to code development and supports responsible advertising practices across the industry.
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Pre-vetting is not mandatory, but it is strongly recommended. Using LAPPS helps ensure your advertising complies before it goes live.
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LAPPS is ANZA’s Liquor Advertising and Promotion Pre-vetting Service, designed to review alcohol advertising before publication to reduce compliance risk.
Explore Alcohol Advertising Guidance & Resources
Visit our Alcohol Ads Resources hub for detailed guidance, articles, and tools that support responsible alcohol advertising in Aotearoa. From social responsibility standards to protecting minors and the LAPPS pre-vetting process, this continually updated resource helps advertisers stay aligned with the ASA Code and industry best practice.
