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Responding to a complaint

If we accept a complaint about an ad, advertisers have two options for how to respond.

1. Settle the complaint

To settle a complaint, the advertiser must either withdraw the advertisement or amend the advertisement to address the concern/s in the complaint,

Advertisers must notify us in writing about the actions they have taken to settle the complaint.

We also require written confirmation that the original advertisement will not be broadcast or published in the future.

The complaint will go to the Complaints Board if an advertiser is unable to commit to not re-publishing or re-broadcasting the advertisement in its original form.

2. Respond to the complaint

Advertisers may respond to the complaint and defend the advertisement to the Complaints Board.  The Board considers the complaint, the advertisement and responses from parties and decides whether the advertisement is in breach of the ASA Codes.

Our top tips for responding to complaints:

  1. Take the complaint seriously and respond with care. Your entire response will be publicly available in the Complaints Board decision.
  2. Read the complaint in full and respond to the specific issues.
  3. You must provide substantiation for claims if these have been challenged by the complainant. In your response, please provide detailed information proving the claim or claims. For example, a survey result, or independent research. If an advertiser cannot substantiate a claim, the complaint is likely to be upheld.
  4. The ASA has helpful information about different types of claims and the levels of substantiation needed.
  5. If the complaint raises an issue about ad placement, please provide information about the choice of media and the target audience.
  6. The Complaints Board will consider the complaint alongside the relevant Code principles and rules. Please consider this when responding.
  7. You can search the decisions database for precedent decisions. Our searchable database contains published decisions since 2015.

Extra Information

  • Responses can be emailed to asa@asa.co.nz or posted to PO Box 10-675, Wellington 6140.
  • Find out more about our Complaints Procedure.
  • We’re here to help. If you need support, please contact us on 0800 234 357 or (04) 472 7852 or on the contact details supplied directly by your ASA Case Manager.