Financial Advertising in New Zealand
Advertising for financial products and services in New Zealand is subject to strict standards to ensure consumers are protected when making important decisions.
As the peak body for New Zealand advertisers, ANZA represents brand owners and supports a co-regulatory system that promotes transparency, accuracy and responsible communication.
The Regulatory Framework
Financial advertising is governed by the Advertising Standards Authority through the Financial Advertising Code.
This code requires that advertising:
Is truthful, clear and not misleading
Does not exploit consumers’ lack of financial knowledge
Presents information in a way that can be easily understood
Avoids creating unrealistic expectations about returns or outcomes
In addition to industry codes, financial advertising is also subject to legal oversight.
The Commerce Commission enforces the Fair Trading Act, which prohibits misleading or deceptive conduct.
Depending on the product or service, additional regulation may apply through the Financial Markets Authority.
ANZA’s Role
The Association of New Zealand Advertisers plays an active role in supporting responsible financial advertising.
ANZA:
Represents advertisers in the development and review of advertising standards
Contributes to industry discussions on financial communication and consumer protection
Advocates for clear, practical and effective regulation
Supports advertisers in understanding and applying the rules
This helps ensure that financial advertising is both effective and aligned with consumer expectations.
Supporting Transparent and Responsible Advertising
ANZA promotes best practice across financial services marketing.
This includes:
Encouraging clear and accurate messaging
Supporting transparency in fees, risks and returns
Promoting responsible targeting and communication
Aligning with evolving expectations around consumer protection
The goal is to support an environment where consumers can make informed decisions with confidence.
Financial Advertising FAQs
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The Advertising Standards Authority sets the rules through the Financial Advertising Code.
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The Fair Trading Act applies to all advertising and is enforced by the Commerce Commission. Additional regulation may apply through the Financial Markets Authority depending on the product.
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ANZA represents advertisers, contributes to code development and supports responsible advertising practices across the industry.
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There is no standard pre-vetting service for financial advertising. Advertisers are responsible for ensuring compliance with both ASA codes and relevant legislation.
Financial Advertising: Further Reading, Evidence & Responsible Practice
Explore ANZA’s latest research, case studies, and policy submissions focused on financial services advertising in New Zealand. These materials offer critical insights into how transparency, truthfulness, and consumer protection are preserved through strong regulatory frameworks and responsible industry practices.
