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A Word from the Chairman

Advertising is a vital component of the New Zealand economy. Through advertising consumers are informed about the various goods and services which are available in the market place. The media whether it be newspapers, magazines, interactive, television, radio, cinema and others are a part of our everyday life and depend on advertising for their revenue. In a world without advertising not only would there be a restricted range of goods available to the consumer but there would be very few (and expensive) media options.

It is important not only to the public but also the advertising industry that proper advertising standards are maintained at all times. The Advertising Standards Authority is dedicated to ensure that not only does advertising comply with the law but it is also truthful and not misleading or deceptive, and that it is socially responsible.

The advertisers, advertising agencies, and media organisations, following wide consultation, have formulated the Advertising Codes of Practice by which in accordance with self-regulatory principles they voluntarily agree to abide. There is an independent Advertising Standards Complaints Board whereby any member of the public who considers that there has been a breach of any of the Codes may complain to. The Complaints Board will seek comments from all interested parties and then adjudicate on the complaint. Parties may also appeal a decision of the Complaints Board to the independent Appeal Board and there is also a separate Board, the Liquor Promotions Complaints Board which deals with specific complaints about liquor packaging and promotion.

If the Complaint is upheld then the advertiser, advertising agency and media are, in accordance with self-regulatory principles, requested to voluntarily withdraw the advertisement. This request is invariably followed.

Our Chief Executive, Hilary Souter and her staff will willingly assist you with any enquiry that you may have. Please do not hesitate to call her at (04) 472 7852 or write to PO Box 10-675, Wellington, fax (04) 471 1785 or E-mail asa@asa.co.nz

John McClintock
Chairman
Advertising Standards Authority

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Advertising Standards Authority New Zealand, PO Box 10-675, Wellington 6143. PH (04) 472 7852 FAX (04) 471 1785 Email asa@asa.co.nz