Welcome to our final newsletter of 2025! If you have any questions regarding the content of this update, please don’t hesitate to contact us.
Kia ora koutou,
Our team have been kept busy this year with a rise in complaints, an office move, a new Code released and some exciting projects in the pipeline for 2026.
This month we’ve released the new Therapeutic and Health Advertising Code, which will be effective for new ads in April 2026 and for all ads in July. Our first industry Code briefing was held late last week – thanks to all who joined us – we know it is a busy time of year. If you missed it, we will be hosting more detailed briefings in February 2026 and will be in touch with more information regarding these – so keep an eye on your emails in January.
I’d like to take a moment to acknowledge our members. In a time of financial uncertainty for many, your ongoing support has ensured we can continue to operate to a high standard: training industry members, reviewing and launching our new Therapeutic and Health Advertising Code, and of course, running our consumer complaints process.
We’ve just released the most complained about TV ads of 2025 – this list gives an overview of the areas causing concern to consumers over the last year but is by no means exhaustive!
This year we’ve dealt with complaints spanning offensive language and nudity, environmental claims, safety, misleading advertising, and advocacy messaging, to name just a few. Providing consumers with an independent platform to voice their concerns, however varied they may be, is an important part of self regulation. While some of the complaints we receive do not reach the threshold to breach the Codes, others have called out ads with a case to answer. When this occurs, we continue to see quick compliance by the vast majority of advertisers. We are grateful to the advertisers, agencies, and media platforms who have proactively worked with us to continue supporting responsible advertising in New Zealand.
Thank you for your support of our work during the year. We wish you a safe and happy summer break, and look forward to continuing our work together in the new year.
Ngā mihi nui,
Hilary Souter
Chief Executive
Advertising Standards Authority
New Therapeutic and Health Advertising Code announced
Earlier this month we announced the adoption of our updated Therapeutic and Health Advertising Code. The Code has been updated as part of our regular Code review schedule, and follows consultation with industry, health professionals, consumer groups, and the wider community.
The new Code replaces the existing Therapeutic and Health Advertising Code and will take effect for new ads from 1 April 2026, and for all advertising from 1 July 2026.
Thank you to all who took part in our public consultation. Your submissions helped refine the final Code and ensured it is practical for advertisers, agencies and media, while delivering strong safeguards for consumers.
Key changes in the updated Code:
- More explicit guidance, including updated wording for endorsements and testimonials, and clearer guidelines for digital, influencer and user-generated content
- Clearer requirements for substantiation before making claims
- Updated rules for comparative advertising and sponsorship
- More detailed guardrails for advertising to vulnerable audiences
- More accessible mandatory information across formats and placements
Following our initial Code Briefing on 11 December, we will be rolling out further education early in the new year, with several webinars planned for February 2026. These will be communicated via our newsletter in January, so make sure you’re on the mailing list to stay informed!
The TV Ads That Pushed New Zealanders’ Buttons in 2025
From naked skiers to fried chicken hackers, a few of this year’s TV ads sparked lively debate across the country. As the year draws to a close, we’ve crunched the numbers to reveal the TV campaigns that generated the most complaints to the ASA this year.
Read the full release and see the list on our website.
ASA Christmas Closure
The ASA office will be closed from Friday 19th December, reopening on Monday 5th January.
Any queries during this time can be emailed to asa@asa.co.nz, and we will respond on our return to the office.
