From the Chief Executive: The media landscape is changing, and the ASA is changing with it.

Our key purpose at the ASA is to ensure the advertising New Zealanders see is responsible, truthful and not misleading. We do this in two ways; reactively as we adjudicate complaints from consumers, and proactively as we set the standards for responsible advertising and support industry compliance through education.

One of our priorities going forward is ensuring our processes are fit for purpose in the current media landscape. On average, over the last three years, about 50% of the complaints we received did not reach the threshold to breach the Advertising Standards Codes.

We have reviewed our complaints process and identified ways to streamline our system to ensure the complaints about advertisements that may breach the Codes continue to be dealt with efficiently, while providing our team with more capacity to invest in proactive regulation.

From 20 March 2023, the ASA will no longer be issuing No Grounds to Proceed decisions.

Complaints will continue to be reviewed by the Chair of the Advertising Standards Complaints Board. If the Chair assesses an advertisement has not breached the Codes, a No Further Action notice will be issued, confirming no further investigation is necessary. In the interests of transparency, No Further Action rulings will still be lodged in our system and reported on, and complainants are able to appeal the decision using our appeal process.

This shift in process is the first step in a transformation project underway to ensure the ASA remains best placed to continue effectively regulating advertising within New Zealand in 2023 and beyond. Should you have any questions regarding the new process, please contact us and we will be happy to assist.

Hilary Souter

Chief Executive

Advertising Standards Authority