Media Releases

Wednesday 19 May 2010

New advertising code focuses on children and food

A new code called the Children’s Code for Advertising Food was launched this morning by the Advertising Standards Authority (ASA).

The code is intended to provide clear guidance to advertising agencies, marketers and consumers on food advertising with strong appeal to children.

The code requires advertisers to take special care with this kind of advertising, to uphold the role of parents in educating their children to have a balanced diet, and not to mislead about the nutritional value of any food.

The changes come out of a review of the three-year old codes, conducted by a panel of public, industry and government representatives and initiated last year by the ASA. The Code for Advertising of Food and the Code for Advertising to Children have also been updated.

A robust 12 month review process considered 46 submissions from a broad range of stakeholders including Food Standards Australia New Zealand, the New Zealand Nutrition Foundation, the Cancer Society, the Ministry of Health, the Green Party, McDonalds Restaurants New Zealand Ltd, and the Marketing Department of the University of Otago.

ASA Executive Director Hilary Souter said the new code reflects a desire for industry, government and NGOs to work collectively in the best interests of children’s health and there had been broad support from submitters for this approach.

"The Code specifies, and enforces, the high degree of responsibility the public expect of advertising agencies and marketers toward children."

Other changes include:

Not promoting inactive or unhealthy lifestyles

Not undermining the importance of consuming a variety of foods

Taking care not to mislead about foods low in sugar or fat regarding energy content or health benefits

The ASA will be providing information and conducting a “how to” seminar to provide advertisers and agencies with practical advice on how to adhere to the codes, Souter said.

Editor’s note:
The ASA regulates advertising in New Zealand and its codes are preventative and enforceable after public complaint. A code of Advertising to Children has been in place since October 1989 and the Code for Advertising of Food since 2000. Revised versions were introduced in April 2006.

Wednesday 17 March 2010

Advertising Revenue over 2 billion dollars in 2009

The Advertising Standards Authority (ASA) today reported that advertising revenue across all main media was 2.045 billion dollars for the 12 months ended 31 December 2009. The 2008 total was 2.317 billion dollars.

The turnover includes data from newspapers, television, radio, magazines, outdoor, cinema, addressed mail, unaddressed mail and interactive media.

The Advertising Standards Authority collects and publishes the annual advertising turnover statistics on behalf of the advertising industry.

The members of the ASA are:

Association of New Zealand Advertisers, Communication Agencies Association of New Zealand, Interactive Advertising Bureau, Letterbox Media, Magazine Publishers' Association (Inc), Newspaper Publishers' Association of New Zealand (Inc), New Zealand Cinema Advertising, New Zealand Community Newspapers Association, New Zealand Marketing Association (Inc), New Zealand Post, New Zealand Television Broadcasters’ Council, Outdoor Advertising Association of New Zealand, Pay TV Group and Radio Broadcasters’ Association (Inc).

(The full summary table is here)

Tuesday 3 March 2009

Advertising Revenue holds at 2.3 billion dollars in 2008

The Advertising Standards Authority today reported that advertising revenue across all main media was 2.317 billion dollars for the 12 months ended 31 December 2008. This compares with the 2007 total of 2.335 billion.

The turnover includes data from newspapers, television, radio, magazines, outdoor, cinema, addressed mail, unaddressed mail and interactive media.

The Advertising Standards Authority collects and publishes the annual advertising turnover statistics on behalf of the advertising industry.

The members of the ASA are:

Association of New Zealand Advertisers, Communication Agencies Association of New Zealand, Interactive Advertising Bureau, Letterbox Media, Magazine Publishers' Association (Inc), Newspaper Publishers' Association of New Zealand (Inc), New Zealand Cinema, New Zealand Community Newspapers Association, New Zealand Marketing Association (Inc), New Zealand Post, New Zealand Television Broadcasters’ Council, Outdoor Media Association of New Zealand, Pay TV Group and Radio Broadcasters’ Association (Inc).

(The full summary table is here)

Wednesday 11 February 2009

Public Member Appointments to the Advertising Standards Complaints Board

The Chairman of the Advertising Standards Authority, Rick Osborne, announced today the appointment and reappointment of a number of public members to the Advertising Standards Complaints Board (ASCB). The Complaints Board meets monthly to adjudicate on complaints from consumers about advertising.

Mr Osborne said that “the new public members were appointed after a public call for applications to join the ASCB.” A significant number of applications were received and the appointments panel noted the high calibre of candidates”. The four other members on the nine member Complaints Board represent advertisers, advertising agencies and the media.

The new Chairman of the Complaints Board, Jenny Robson, from Palmerston North, has been appointed for a three year term. Ms Robson, a lawyer, has extensive experience in dispute resolution, has been a member of the Complaints Board for nine years and has a broad knowledge of advertising standards.

Mr Philip Broughton, a Partner in the business advisor firm, Polson Higgs, in Dunedin, and a public member of the Complaints Board has been appointed as Deputy Chairman.

Two other public members have been reappointed for a further three years each. Dr Greg Simmons, a public health physician currently seconded to the Ministry of Health will serve a second term and Margaret McKee, Chief Executive of the Queen Elizabeth II National Trust, following two terms as an alternate public member has now been appointed as a full member.

Two new public members have joined the Complaints Board. Mr Alex Handiside, Youth Development Manager at Hutt City Council has been appointed as a full public member and Susan Taylor, Deputy Banking Ombudsman, as an alternate public member. Both appointment terms are for three years.

“The ASA is very pleased with the breadth of experience and expertise the public and industry members bring to the Board table in support of appropriate advertising standards”, Mr Osborne said.

Advertising Standards Complaints Appeal Board

The ASA is also pleased to confirm the reappointment of two public members of the Advertising Standards Complaints Appeal Board. Euan Abernethy, former Chairman of the Securities Commission, and Chairperson of the Appeal Board has been appointed for a further three year term, and Judi Jones, Electricity and Gas Complaints Commissioner has been appointed as an Appeal Board member for a further three years. “The considerable experience that these public members bring to the Appeal Board is invaluable”, said Mr Osborne.

The Advertising Standards Authority is the self-regulatory body responsible for advertising standards in New Zealand across all media. It also administers the Advertising Standards Complaints Board, which provides a complaints service for the public to complain about advertising.

The following organisations are members of the ASA.

Association of New Zealand Advertisers, Communication Agencies Association of New Zealand, Interactive Advertising Bureau, Letterbox Media, Magazine Publishers' Association (Inc), Newspaper Publishers' Association of New Zealand (Inc), New Zealand Cinema Advertising Council, New Zealand Community Newspapers, New Zealand Marketing Association (Inc), New Zealand Post, New Zealand Television Broadcasters’ Council, Outdoor Advertising Association of New Zealand, Pay TV Group and Radio Broadcasters’ Association (Inc)

Tuesday 25 March 2008

New Chairman for Advertising Standards Authority

The new Chairman of the Advertising Standards Authority is Lincoln Gould, Chief Executive of the Newspaper Publishers’ Association (NPA). Mr Gould has been a member of the Authority since 2001, and was appointed Deputy Chairman in 2007.

The ASA has elected Rick Osborne, the Chief Executive of the Communications Agencies Association of New Zealand (CAANZ) as Deputy Chairman.

The Advertising Standards Authority is the self-regulatory body responsible for advertising standards in New Zealand across all media. It also administers the Advertising Standards Complaints Board, which provides a free complaints service for the public to complain about advertising.

The following organisations are members of the ASA.

Association of New Zealand Advertisers, Communication Agencies Association of New Zealand, Interactive Advertising Bureau of New Zealand, Letterbox Media Association, Magazine Publishers' Association (Inc), Newspaper Publishers' Association of New Zealand (Inc), New Zealand Cinema Advertising Council, New Zealand Community Newspapers Association, New Zealand Marketing Association (Inc), New Zealand Post, New Zealand Television Broadcasters’ Council, Outdoor Advertising Association of New Zealand, Pay TV Group and Radio Broadcasters’ Association (Inc)

Tuesday, 26 February 2008

Advertising Revenue over 2.3 billion dollars in 2007

The Advertising Standards Authority (ASA) today reported that advertising revenue across all main media was 2.335 billion dollars for the 12 months ended 31 December 2007. This is an increase of 111 million dollars (5%) on the 2006 total of 2.224 billion.

“This is a new high in advertising revenue turnover” said Hilary Souter, executive director of the ASA. This year’s data also includes for the first time a more comprehensive measurement of the interactive media.

The turnover includes data from newspapers, television, radio, magazines, outdoor, cinema, addressed mail, unaddressed mail and interactive media.

The Advertising Standards Authority collects and publishes the annual advertising turnover statistics on behalf of the advertising industry.

The following organisations are members of the ASA.

Association of New Zealand Advertisers, Communication Agencies Association of New Zealand, Interactive Advertising Bureau of New Zealand, Letterbox Media Association, Magazine Publishers' Association (Inc), Newspaper Publishers' Association of New Zealand (Inc), New Zealand Cinema Advertising Council, New Zealand Community Newspapers Association, New Zealand Marketing Association (Inc), New Zealand Post, New Zealand Television Broadcasters' Council, Outdoor Advertising Association of New Zealand, Pay TV Group and Radio Broadcasters' Association (Inc)

Monday, 2 April 2007

New Chairman for Advertising Standards Authority

The new Chairman of the Advertising Standards Authority is Mark Champion, the Chief Executive of the Communications Agencies Association of New Zealand (CAANZ). He replaces Bruce Wallace, the Executive Director of the Television Broadcasters' Council, who stands down after a two year term.

Mark Champion has been a member of the Authority since 2003, and was appointed Deputy Chairman in 2005.

The ASA has elected Lincoln Gould, Chief Executive of the Newspaper Publishers' Association (NPA) as Deputy Chairman.

The Advertising Standards Authority is the self-regulatory body responsible for advertising standards in New Zealand across all media. It also administers the Advertising Standards Complaints Board, which provides a free complaints service for the public to complain about advertising.

The following organisations are members of the ASA.

Association of New Zealand Advertisers, Communication Agencies Association of New Zealand, Interactive Advertising Bureau of New Zealand, Letterbox Media Association, Magazine Publishers' Association (Inc), Newspaper Publishers' Association of New Zealand (Inc), New Zealand Cinema Advertising Council, New Zealand Community Newspapers Association, New Zealand Marketing Association (Inc), New Zealand Post, New Zealand Television Broadcasters' Council, Outdoor Advertising Association of New Zealand, Pay TV Group and Radio Broadcasters' Association (Inc)

Thursday, 1 March 2007

Advertising Revenue steady at over 2.2 billion dollars in 2006

The Advertising Standards Authority today reported that advertising revenue across all main media was 2.224 billion dollars for the 12 months ending 31 December 2006. This is a small decline of 5 million dollars or 0.2% on the 2005 total of 2.229 billion.

The executive director of the ASA, Hilary Souter, said that there were some interesting trends in the revenue information, including the continued growth of outdoor and online advertising, while a number of the more traditional advertising media had seen a small decline in revenue.

The turnover includes data from newspapers, television, radio, magazines, outdoor, cinema, addressed mail, unaddressed mail and online.

The Advertising Standards Authority collects and publishes the annual advertising turnover statistics on behalf of the advertising industry.

The members of the ASA are:

Association of New Zealand Advertisers, Communication Agencies Association of New Zealand, Interactive Advertising Bureau, Letterbox Media Association, Magazine Publishers' Association (Inc), Newspaper Publishers' Association of New Zealand (Inc), New Zealand Cinema Advertising Council, New Zealand Community Newspapers Association, New Zealand Marketing Association (Inc), New Zealand Post, New Zealand Television Broadcasters' Council, Outdoor Advertising Association of New Zealand, Pay TV Group and Radio Broadcasters' Association (Inc).

(The full summary table is here)

Tuesday, 18 April 2006

Strong Growth in Advertising Revenue in 2005

The New Zealand advertising industry turnover continued its strong growth in 2005. In a summary released today the Advertising Standards Authority reported that the total advertising revenue was 2.229 billion dollars for the 12 months ending 31 December 2005.

This is a percentage increase of 9.3% on the 2004 total of 2.075 billion dollars.

The turnover includes data from newspapers, television, radio, magazines, outdoor, cinema, addressed mail, unaddressed mail and online.

The Advertising Standards Authority collects and publishes the annual turnover statistics on behalf of the advertising industry.

The members of the ASA are:

Association of New Zealand Advertisers, Communication Agencies Association of New Zealand, Letterbox Media Association, Magazine Publishers' Association (Inc), Newspaper Publishers' Association of New Zealand (Inc), New Zealand Cinema Advertising Council, New Zealand Community Newspapers Association, New Zealand Marketing Association (Inc), New Zealand Post, New Zealand Television Broadcasters' Council, Online Publishers' Group, Outdoor Advertising Association of New Zealand, Pay TV Group and Radio Broadcasters' Association (Inc).

(The full summary table is here)

Thursday, 6 April 2006

Food advertising to back healthy eating

Celebrities will not be used in advertisements to children in ways that undermine healthy diets, under a new advertising Code released today by the Advertising Standards Authority (ASA).

The Code requires advertisers to take special care when advertising to children, to uphold the role of parents in educating their children, and not to mislead about the nutritional value of any food.

Advertisers will need to know and take account of the principles and targets of the Government's Healthy Eating, Healthy Action (HEHA) policy.

ASA Executive Director Hilary Souter said the changes ensured advertisers were responsive to public interest.

"The Code specifies, and enforces, the high degree of responsibility the public expect of advertisers toward children," Ms Souter said.

Other changes include: (for a full summary see here)

taking special care when advertising to children and not aiming ads at younger children who may not be able to differentiate between the advertising message and other messages
including a definition for treat food
not encouraging children to eat or drink treat foods inappropriately or in excess
not encouraging inappropriately large portion sizes
taking care when promoting loyalty programmes that these do not promote inappropriate purchases or excessive consumption

The changes come out of a review of the four-year old Code, conducted by a panel of experts and initiated last year by the ASA. .

"The ASA ensures its Codes keep pace with public opinion. The number and tone of submissions we received through this process underline that it was time to update the rules," Ms Souter said.

"Advertisers will not have to go back to the drawing board. We will be providing information and conducting a "how to" seminar to provide them with practical advice on how to adhere to the Code," Ms Souter said.

Nearly 50 submissions were received including from Food Standards Australia New Zealand, Cancer Society, Diabetes New Zealand, CAANZ, Plunket, the Marketing Association, McDonalds, and the New Zealand Retailers Associations,

The Codes and reviews can be found at in the menu to the left.

Editor's note: The ASA regulates advertising in New Zealand and its codes are preventative and enforceable after public complaint. A code of Advertising to Children has been in place since October 1989 and the Code for Advertising of Food since 2000. Revised versions were introduced on February 1, 2001.

For more information contact:
Hilary Souter
Ph: 04-472 7852

Summary of key changes in the ASA Code for Advertising to Children:

The first paragraph of the introduction has been amended to include:

"in particular their vulnerability and to properly safeguard their interests."

An additional sentence follows paragraph 2:

"Special care should be taken in advertising to children."

The following sentence has been amended from:

"Furthermore, notice is taken of Article 3 of the Convention, which states that "the best interests of the child shall be a primary consideration". Special care should be taken in advertising to younger children and in particular under eight."

"Furthermore, special notice is to be taken of Article 3 of the Convention, which states, "the best interests of the child shall be a primary consideration" and therefore the need to extend a duty of care to protect children."

Three additional guidelines have been added to Principle 2, Advertisements should observe a high standard of social responsibility.

2(j) Children should not be encouraged in advertisements to participate in gambling or gaming. (Refer to the Code for Advertising Gaming and Gambling)

2(k) Advertisements should not undermine the role of parents in educating children to be healthy and socially responsible individuals.

2(l) Persons, characters or groups who have achieved particular celebrity status with children shall not be used in advertisements to promote food or drink in such a way so as to undermine a healthy diet taking into account the Ministry of Health's 'Food and Nutrition Guidelines' for children.

Principle 3 Guideline 3(b) has been amended from:

3(b) Advertisements should take into account the level of knowledge, sophistication and maturity of the intended audience. In particular special care should be taken when communicating with younger children who may have a lack of ability to comprehend the purpose of advertising and differentiate between it and non-advertising messages.

"3(b) Advertisements should take into account the level of knowledge, sophistication and maturity of the intended audience. In particular advertisements should not be directed at younger children who may have a lack of ability to comprehend the purpose of advertising and differentiate between it and non-advertising messages."

The following words have been added to 3(c) "and contain warning information if the product is unsafe when used by younger children."

A new guideline has been added:

3(i) Care should be taken to ensure advertisements do not mislead as to the nutritive value of any food. Foods high in sugar, fat and/or salt, especially those marketed to and/or favoured by children, should not be portrayed in any way that suggests they are beneficial to health.

Guideline 4(b) has been amended to take into account the change in technology.

"4(b) Advertisements soliciting responses incurring a fee to telephone or text should state, "Children ask your parents first" or similar words."

The following note has been added to 4 (c) "Note; Notice should also be taken of Principle 3 of the Privacy Act 1993."

The following guideline is new:

"4(d) Care should be taken with advertisements promoting a premium or loyalty/continuity programme to ensure that inappropriate purchase or excessive consumption was not a likely outcome."

The following note has also been added:

"Note: Attention is drawn to the New Zealand Television Broadcasters code "Getting it Right for Children" which deals with such issues as the number of television advertisements in children's programmes. The code is available on www.nztbc.co.nz."

Summary of key changes in the ASA Code for Advertising of Food:

The first paragraph of the introduction has been amended to include:

"Advertisements should not undermine the Healthy Eating, Healthy Action (HEHA) policy of Government, the Ministry of Health 'Food and Nutrition Guidelines' nor the health and wellbeing of individuals. The key applicable messages in the HEHA policy are the need for people to eat a variety of nutritious foods, less fatty, salty and sugary foods and more vegetables and fruits."

The following definitions are new:

"Food and Nutrition Guidelines" are the Food and Nutrition Guidelines published by the Ministry of Health.

"Social Responsibility" is not defined in order not to confine its meaning and hamper the discretion of the Advertising Standards Complaints Board. A list of precedents of the Board is contained on the ASA website www.asa.co.nz.

"Treat food" is food high in fat, salt, or sugar and intended for occasional treats. (Refer to Ministry of Health's 'Food and Nutrition Guidelines for Healthy Children aged 2-12 years)

The following note is an addition to Guideline 2(a):

Note; The Food Standards Code is in a state of change. Please refer to the ASA website for information. The Food Standards Code is available on www.foodstandards.govt.nz

Guidelines 2(b), (c), (d) and (e) have been deleted due to the changing nature of the standards governing nutrition and health claims in food.

Guideline 3(a) has changed from:

Advertisements for treat foods directed at children should not actively encourage children to eat or drink them near bedtime, to eat or drink them frequently throughout the day or to replace main meals with them.

3(a) Advertisements for treat foods directed at children should not actively encourage children to eat or drink them inappropriately or in excess.

New guideline:

3(b) Advertisements for treat food, snacks or fast food should not encourage children to consume them in substitution for a main meal on a regular basis.

Guideline 3(c) (formerly 3(b)) has been amended to include reference to the Food and Nutrition Guidelines for children and to change the reference from "balanced and varied diet" to "healthy diet".

The following guideline is new:

3(d) Advertisements should not encourage excessive consumption or inappropriately large portions of any particular food nor should they undermine the Food and Nutrition Guidelines for children.

This guideline is new:

3(f) Persons, characters or groups who have achieved particular celebrity status with children shall not be used in advertisements to promote food in such a way so as to undermine a healthy diet taking into account Food and Nutrition Guidelines for children.

The following guideline has been amended to more accurately reflect the current situation in relation to nutrition and health claims.

4(a) All nutrient, nutritional and health claims* should be factual, not misleading, and able to be substantiated. Claims should be compliant with the requirements of the Food Standards Code.

*Note: The law currently prohibits health claims, but is under review.

This guideline is new:

4(f) Care should be taken to ensure advertisements do not mislead as to the nutritive value of any food. Foods high in sugar, fat and/or salt, especially those marketed to and/or favoured by children, should not be portrayed in any way that suggests they are beneficial to health.

Thursday, 23 March 2006

Public Member Appointments to the Advertising Standards Complaints Board

The Chairman of the Advertising Standards Authority, Bruce Wallace, announced today the appointment of five public members to the Advertising Standards Complaints Board (ASCB). The Board meets monthly to adjudicate on complaints from consumers about advertising.

Mr Wallace said that "the appointments are significant as they increase the number of public members from four to five in a move aimed at providing a stronger public voice on the Board". The public members were appointed after a public call for applications to join the ASCB. The four other Board members on the nine member Board represent advertisers, advertising agencies and the media.

The Chairman of the Complaints Board, Rob Thompson, from Wellington has been appointed as Chairman for a further three year term. Mr Thompson, a former Partner at Coopers & Lybrand and former Chairman of Capital Coast Health, has been a member of the Board for nine years and has an extensive knowledge of advertising standards.

Two other public members have been reappointed for a further three years each. Jenny Courtney, Deputy Chairman of the Board, is based in the Hawke's Bay and has a legal background with extensive adjudication experience. Dr Jean Drage, from Christchurch, has a strong background in consumer advocacy, health and public policy. Margaret McKee, Chief Executive of the Queen Elizabeth II National Trust, was also reappointed for a second term as an alternate public member.

A new public member, Dr Greg Simmons, a public health physician based in Auckland, was appointed for three years.

"The ASA is very pleased that Dr Simmons has agreed to join the ASCB and welcomes his expertise in the health, nutrition and food safety areas", Mr Wallace said.

Dr Simmons has an extensive background in public health reflected in his current position as a public health physician and spokesperson for the New Zealand Food Safe Partnership.

The fifth public member is Wellington businessman, Alan Haronga, whose term expires in December 2006.

Contact:
Hilary Souter,
Executive Director

The following organisations are members of the ASA.

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