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ASA launches review of Therapeutic and Health Advertising Code

5 June 2025

The Advertising Standards Authority (ASA) has today announced the opening of the consultation on a review of the Therapeutic and Health Advertising Code.

The ASA sets the standards for responsible advertising in New Zealand and runs a free-to-consumer complaints process. In 2024, the ASA considered 1312 formal complaints about 206 ads, with a compliance rate of 99% for complaints where the ad was to be amended or removed.

The Therapeutic and Health Advertising Code sets out the rules restricting the advertising of therapeutic and health products and services, including natural health and dietary supplements, and any product or service that includes a health benefit claim.

The ASA invites submissions relating to all aspects of the draft Code and specifically seeks feedback on the following points:

  • Testimonials and endorsements: We seek your views on the draft rules regarding endorsements and testimonials, including their sufficiency, clarity, and alignment with legislative requirements.
  • Vulnerable audiences: We welcome your comments on updated wording addressing advertisements targeting vulnerable audiences.

Hilary Souter, ASA Chief Executive said, “This consultation provides the opportunity for anyone who interacts with therapeutic and health advertising to have their say. We welcome submissions from the community, consumer groups, public health, medical professions and industry bodies. We look forward to working together to update the Code to continue to provide protection for consumers and clarity for industry.”

Submissions close at 5pm Monday 28 July 2025. The ASA Codes Committee will review all submissions to inform the final version of the Code. Once approved by the ASA Governance Board, the finalised Code will be publicly released.

Submitters are invited to download the following resources:

  • Click here to download the Therapeutic and Health Advertising Code consultation document (updated July 2025)
  • Click here to download the submission form (updated July 2025)

Please note: the original submission form contained an error in Section 2 which incorrectly included the content of Rule 1 (b) Safety and Effectiveness instead of Rule 1 (c) Vulnerable Audiences. Please use the updated form in the links above rather than any earlier copy. The content in the draft Code in the original consultation document is correct and not affected. We apologise for any inconvenience caused. If this error means you require an extension to the closing deadline, please let us know.