79 Boulcott Street,
P O Box 10 675,
(04) 472 7852 or
0800 ADHELP (0800 234357)
(04) 471 1785
The Codes apply to the entire content of an advertisement, including
all words and numbers (spoken and written), visual presentations, music
and sound effects.
The conformity of any advertisement with the Codes will be judged primarily
in terms of its impact upon the type of person who is likely to be exposed
Where there is any doubt, the interpretation shall be adopted that
best serves the purpose and intent of any Code. The Code of Ethics will
also provide guidance.
The Advertising Standards Complaints Board and the Advertising Standards
Complaints Appeal Board are the final arbiters of the interpretation
of the Codes.
For the purposes of the Codes:
The word "advertisement" is to be taken in its broadest sense to
embrace any form of advertising and includes advertising which promotes
the interest of any person, product or service, imparts information,
educates, or advocates an idea, belief, political viewpoint or opportunity.
The definition includes advertising in all traditional media and
new media such as online advertising, including websites. Emails
and SMS messaging that are selling or promoting a product, service,
idea or opportunity are also covered by the codes, as are neck labels
or promotions attached to a product Other examples include posters,
pamphlets and billboards (whether stationary or mobile) and addressed
or unaddressed mail.
originate outside New Zealand
are intended primarily for audiences outside New Zealand but
also reach New Zealand audiences,
the ASCB and ASCAB will take into account the following guidelines.
Compliance with the advertising rules in the country of origin.
The size and composition of the New Zealand audience.
Whether the advertising is targeted at New Zealand consumers.
The accessibility of the product to New Zealand consumers.
Whether best endeavours have been made to exclude advertisements
which would clearly breach the Advertising Codes of Practice. This
could be particularly relevant in the case of live presentations
of overseas events to a substantial number of New Zealanders.