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Advertising Standards Authority (ASA)

DESCRIPTION: The Advertising Standards Authority (ASA) self-regulate advertising in New Zealand. Advertising Codes of Practice provide the rules by which all advertisements in all media should comply. Internationally, there have been self-regulatory codes and standards since the early 1920ís. In New Zealand, the Committee of Advertising Practice was established in 1973 by the Newspaper Publishers Association, the NZ Broadcasting Commission and the Accredited Advertising Agencies Association. The name was changed to the Advertising Standards Authority (ASA) and it was incorporated in 1990. It now has 14 member organisations representing advertisers, agencies and the media. Self-regulation encourages the industry to take responsibility to ensure legal, decent and honest advertising communications to consumers. There are a number of incentives. Most advertisers do not want to deliberately mislead or offend current or potential customers. They understand the importance of responsible advertising of restricted products and engage with pre-vetting processes and code-compliance prior to the release / publication of advertising. If consumers trust advertising, it is more effective. Advertising self-regulation also works best alongside a legislative framework and in New Zealand there are about 50 different pieces of legislation that restrict advertising in some way.
KEY WORDS: The three main objectives are: To seek to maintain at all times and in all media a proper and generally acceptable standard of advertising and to ensure that advertising is not misleading or deceptive, either by statement or by implication. To establish and promote an effective system of voluntary self-regulation in respect to advertising standards. To establish and fund an Advertising Standards Complaints Board.

CONTACT DETAILS:

Advertising Standards Authority Inc. (ASA)
 


Street Address: Ground Floor, 79 Boulcott Street, Wellington
Postal Address: Advertising Standards Authority Inc, P O Box 10 675, Wellington 6143
Telephone: +64 4 4727852
Email: [email protected]

Contact Detail: 0800 ADHELP (0800 234357) Toll-free NZ only
Website 1: www.asa.co.nz

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