History of the ASA

In 2023 we celebrated our 50-year anniversary and our longstanding role in supporting responsible advertising in Aotearoa New Zealand.

The Committee of Advertising Practice (CAP) was founded by publishers, broadcasters, and ad agencies in May 1973. The primary objective was to maintain at all times and in all media, a proper and generally acceptable standard of advertising and to ensure that advertising was not misleading by statement or implication. The first Advertising Codes were released in 1974 on slimming, driving, and alcohol advertising.

In 1990, the CAP evolved into the Advertising Standards Authority (Incorporated).

Now, the ASA sets the standards for advertising in New Zealand through the Advertising Standards Code that applies to ads across media platforms, and six codes requiring a high standard of social responsibility for Alcohol, Children, Finance, Food and Beverages, Gambling and Therapeutic Products and Services.

We are a self-regulatory body, funded by the advertising industry. The flexibility of a code-based approach means that we can adapt quickly to changing community standards and the introduction of new media platforms.

Today we deal with over 1000 complaints annually, with a 99% compliance rate with our decisions in 2023. We are grateful for the leadership of our Chairs and support of our Members across the decades, as we work towards our continued vision of Every Ad a Responsible Ad in the decades to come.

Take a look back with us as we reflect on key milestones across the years.

Click on the links below to learn more about the history of advertising self-regulation through the decades.