Food and Beverage Advertising in New Zealand
Food and beverage advertising in New Zealand is governed by clear standards designed to protect consumers and promote responsible marketing practices.
As the peak body for New Zealand advertisers, ANZA represents brand owners and supports a co-regulatory system that balances commercial communication with consumer wellbeing.
The Regulatory Framework
Food and beverage advertising is regulated by the Advertising Standards Authority through the Food and Beverage Advertising Code and the Children and Young People’s Advertising Code.
These codes set rules to ensure advertising:
Does not mislead or deceive consumers
Does not target children inappropriately
Supports balanced and informed choices
Is placed responsibly across media channels
There is a strong focus on protecting children and young people, including restrictions on advertising certain products in child-focused environments.
The ASA manages a public complaints process and can require advertisements to be removed or amended if they breach the code.
Legal enforcement also applies through the Fair Trading Act, overseen by the Commerce Commission.
ANZA’s Role
The Association of New Zealand Advertisers plays an active role in supporting responsible food and beverage advertising.
ANZA:
Represents advertisers in the development and review of advertising codes
Contributes to industry discussions on food marketing and public health
Advocates for evidence-based regulation
Provides guidance to help advertisers meet their obligations
Through this work, ANZA helps ensure that advertising standards are practical, effective and aligned with New Zealand expectations.
Supporting Responsible Food Advertising
ANZA supports a responsible approach to food and beverage marketing that reflects both industry and public expectations.
This includes:
Encouraging transparency in advertising claims
Supporting responsible targeting and placement
Promoting standards that protect children and young people
Aligning with evolving guidance on health and nutrition
The focus is on ensuring that advertising contributes positively to the wider environment in which consumers make choices.
Food and Beverage Advertising FAQs
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The Advertising Standards Authority sets the rules through the Food and Beverage Advertising Code and the Children and Young People’s Advertising Code.
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ANZA represents advertisers, contributes to code development and supports responsible advertising practices across the industry.
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Yes. There are specific rules limiting how food and beverage advertising can target children and young people, particularly for certain product categories.
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Pre-vetting is not typically required, but advertisers must ensure their campaigns comply with ASA codes and relevant legislation.
Further Reading: Evidence, Research & Responsible Practice
Explore ANZA’s latest research and submissions shaping responsible food and beverage marketing in New Zealand. These materials provide deeper insights into how evidence-based regulation and strong industry standards protect consumers and promote healthier choices.
