4 December 2025

The Advertising Standards Authority (ASA) has today announced the launch of its updated Therapeutic and Health Advertising Code, following consultation with industry, health professionals, consumer groups, and the wider community. ASA Codes are regularly reviewed to ensure they are up-to-date and reflect current community standards.

The new rules will be in effect for new advertising from 1 April 2026, and for all advertising from 1 July 2026.

The Therapeutic and Health Advertising Code applies to advertising for medicines, medical devices, natural health products, dietary supplements, and health services, as well as any advertising making therapeutic purpose or health claims. The Code works in conjunction with existing legislation, including the Medicines Act 1981 and the Dietary Supplements Regulations 1985.

The key features of the new Code are:

• Clear guidance for advertisers around testimonials and endorsements, including user generated content and third-party endorsements.
• Strengthened protections for vulnerable audiences: The Code provides additional guidance around vulnerable audiences and extends the concept of vulnerability to include mental and physical wellbeing, and vulnerability in contextual circumstances.
• Flexibility to adapt to changes in legislation and evolving media platforms.

ASA Chief Executive Hilary Souter said, “The Therapeutic and Health Advertising Code is a key part of the regulatory framework for advertising across this broad category of products and services.

The new guidance provides stronger safeguards for consumers, with the ability to help protect vulnerable audiences across the advertising ecosystem.

 We look forward to supporting advertisers in the adoption of the new Code with a comprehensive industry education programme.”

Advertisers are strongly encouraged to review the new Therapeutic and Health Advertising Code and begin preparing for compliance ahead of the 1 April 2026 implementation date for new advertising. The ASA invites advertisers, agencies and media platforms to an initial Code briefing, held via webinar on Thursday 11 December. Further Code briefings and additional guidance will be released in February 2026.

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For further information, contact:
Maria Johnston
ASA Marketing & Communications Manager
communications@asa.co.nz

About the ASA:
The ASA is New Zealand’s advertising industry regulator and helps ensure the ads consumers see are accurate and socially responsible. Fully funded by the advertising industry, the ASA sets and maintains the standards for advertising and operates an independent, free-to-consumer complaints process.

• To view the new Code on the ASA website, click here.
• To download a PDF of the report on the new Code, click here.
• Learn more and register for the Industry Code Briefing on Thursday 11 December.
• Register here to receive updates on ASA training opportunities and new resources.
• More information on the ASA, our structure and process is available here.