Advertising Standards Authority (New Zealand)

The Advertising Standards Authority (ASA) is an organisation that investigates breaches of advertising standards in New Zealand. The ASA provides a free complaints process for consumers about the content and placement of advertisements. In assessing complaints, the ASA apply the ASA Advertising Codes. Key requirements of these codes include truthful presentation and a sense of social responsibility. If a complaint is upheld, the ASA formally request the advertisement is removed or amended. Decisions are released to the media and the public via email and online.

Advertising Standards Authority
AbbreviationASA
Location
  • Wellington
Region served
New Zealand
Budget
$800,000
Staff
5
Websiteasa.co.nz/

The ASA began when 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 and it was incorporated in 1990. It now has 14 member organisations representing advertisers, agencies and the media.

In 2008, there was a total of $2.3 billion spent on advertising in New Zealand.[1] These advertisements attracted 671 complaints to the ASA with 153 being upheld or settled. Of the remainder 140 were not upheld, 317 were judged as lacking grounds to proceed and 61 were withdrawn.[2]

ASA Objectives

The three main objectives are: [3]

  • 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.

Advertising Standards Complaints and Appeal Board

The Advertising Standards Complaints Board (ASCB) is a nine-member board, with five public members and four industry members.[4] The ASCB addresses complaints made by members of the public against ASA Advertising Codes.

Public Members
Name Position
Raewyn Anderson Public Member and Chair
Colin Magee Public Member and Deputy Chair
Lachlan Grimwade Public Member
Everard Halbert Public Member
Aaron Hape Public Member
Marj Noble Public Member
Diana Roy Public Member
Industry Members
Name Member Type Organisation
Russell Duncan Advertiser Land Information New Zealand
Grant Maxwell Advertiser EightyOne
Abi Skelton Advertiser Saatchi & Saatchi
Jessica Wallace Advertiser The Co-operative Bank
Parris Downey Media Go Media
Andrea Fasching Media TVNZ
Nicole Jones Media Discovery, Inc.
Daniel Kebbell Media Trade Me
Katrina Reinsfield Media Stuff

The Advertising Standards Complaints Appeal Board (ASCAB) is a three-member Board that addresses appealed ASCB complaints.[5]

Public Members
Name Position
Nanette Moreau Chair and Public Member
Susan Taylor Public Member
Margaret McKee Alternate Public Member
Industry Members
Name Position
Paul Elenio Industry Member
Nigel Keats Alternate Industry Member

References
  1. "Advertising revenue holds at 2.3 billion dollars in 2008". Advertising Standards Authority. 3 March 2009. Retrieved 17 April 2009.
  2. Watson, Lois (29 March 2009). "No meat in Subway complaint". Sunday Star Times. Retrieved 17 April 2009.
  3. "ASA - Advertising Standards Authority". www.asa.co.nz. Retrieved 23 November 2022.
  4. "ASA - Advertising Standards Authority".
  5. "ASA - Advertising Standards Authority".


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