Therapeutic and Health Advertising in New Zealand
Advertising for therapeutic and health-related products in New Zealand is subject to some of the strictest standards in the industry.
As the peak body for New Zealand advertisers, ANZA represents brand owners and supports a co-regulatory system that ensures advertising is accurate, responsible and protects vulnerable consumers.
The Regulatory Framework
Therapeutic and health advertising is governed by the Advertising Standards Authority through the Therapeutic and Health Advertising Code.
This code requires that advertising:
Is truthful, accurate and evidence-based
Does not mislead or exaggerate product benefits
Does not exploit vulnerable consumers
Does not make unsubstantiated health claims
In addition to industry codes, therapeutic advertising is also subject to legislation.
The Commerce Commission enforces the Fair Trading Act, while health-related claims may also fall under specific regulatory frameworks.
ANZA’s Role
The Association of New Zealand Advertisers plays a central role in supporting responsible therapeutic advertising.
ANZA:
Represents advertisers in the development and review of advertising standards
Contributes to discussions on consumer protection and health communication
Advocates for practical and effective regulation
Supports advertisers in understanding and applying the rules
This ensures that therapeutic advertising balances commercial communication with strong consumer safeguards.
Pre-Vetting for Therapeutic Advertising (TAPS)
ANZA administers the Therapeutic Advertising Pre-vetting Service (TAPS).
TAPS is a specialist pre-vetting system designed to ensure that therapeutic and health advertising complies with regulatory and industry requirements before it goes live.
Through TAPS:
Advertising is reviewed prior to publication
Claims are assessed for accuracy and evidence
Compliance risks are identified early
Advertisers reduce the risk of complaints or legal action
TAPS is widely used across the industry and plays a critical role in maintaining trust in therapeutic advertising.
Supporting Responsible Health Advertising
ANZA promotes best practice across therapeutic and health-related marketing.
This includes:
Encouraging evidence-based claims
Supporting transparency and clarity in messaging
Promoting responsible targeting and communication
Aligning with evolving expectations around consumer protection
The focus is on ensuring that advertising supports informed decision-making and maintains public trust.
Therapeutic Advertising FAQs
-
The Advertising Standards Authority sets the rules through the Therapeutic and Health Advertising Code.
-
TAPS is ANZA’s Therapeutic Advertising Pre-vetting Service, designed to review health and therapeutic advertising before it is published.
-
Pre-vetting is strongly recommended due to the strict rules governing health claims and consumer protection.
-
The Fair Trading Act applies to all advertising and is enforced by the Commerce Commission. Additional health-specific regulations may also apply depending on the product.
