Advertising Standards Authority (New Zealand)

The Advertising Standards Authority (ASA) is the self-regulatory body for the advertising industry in New Zealand. It is responsible for setting and maintaining advertising standards in New Zealand through the Advertising Standards Codes. The ASA aims to promote responsible advertising, ensuring that it is legal, decent, honest, and truthful (LDHT).

The ASA operates independently of the government and is funded by the advertising industry itself. Its primary functions include:

• Developing and maintaining advertising standards codes: These codes cover various aspects of advertising, including truthfulness, taste and decency, and advertising to children.
• Handling complaints about advertising: The ASA receives and investigates complaints from the public about advertisements that may breach the Advertising Standards Codes.
• Adjudicating complaints: The ASA's Complaints Board reviews complaints and determines whether advertisements breach the Codes. If a breach is found, the ASA can require the advertiser to modify or withdraw the advertisement.
• Providing education and guidance to the advertising industry: The ASA offers resources and training to advertisers to help them comply with the Advertising Standards Codes.
• Promoting public awareness of advertising standards: The ASA works to educate the public about their rights and how to make complaints about misleading or offensive advertising.

The ASA's decisions are generally respected by the advertising industry and media outlets in New Zealand, although they are not legally binding in the same way as decisions by a court of law. Continued non-compliance may result in the ASA notifying media outlets, potentially impacting an advertiser's ability to place future advertising.