Code for Advertising of Weight Management
1 September 2002
All advertisements for weight management shall adhere to the Principles and Guidelines set out in this Code. The purpose of the Code is to ensure that advertising of weight management goods or services will be conducted in a manner which is socially responsible and does not mislead or deceive the consumer.
In interpreting the Code emphasis will be placed on the Principles and the spirit and intention of the Code. An advertisement which does or does not adhere to the letter of a particular Guideline nevertheless may or may not be in breach of the Code, depending on its compliance with the Principles and respect of the spirit and intention of the Code.
This Code applies to weight management products (including services) which include nutrition and exercise as features.
The Code does not apply to advertisements with therapeutic claims that advertise medicines, dietary supplements or medical devices; in those cases the Code for Therapeutic Advertising applies.
For the purposes of this Code:
"Appropriate industry standards" are industry standards, guidelines or codes set by a recognised industry group and endorsed by the ASA.
Principle 1 - Advertisements should comply with the laws of New Zealand and appropriate industry standards.
Principle 2 - Advertisements should observe a high standard of social responsibility.
Principle 3 - Advertisements should not by implication, omission, ambiguity or exaggerated claim, mislead or deceive or be likely to mislead or deceive consumers, abuse the trust of or exploit the lack of knowledge of consumers, exploit the superstitious or without justifiable reason play on fear.
Principle 4 - Advertisements should not claim or imply endorsement by any government agency, professional body, independent agency or person unless there is prior consent and the endorsement verifiable.
Note: Current law effectively prohibits testimonials (Section 58(1)(c) Medicines Act) in a large number of cases, so extreme care must be taken.
Advertising Standards Authority New Zealand, PO Box 10-675, Wellington 6143. PH (04) 472 7852 FAX (04) 471 1785 Email firstname.lastname@example.org