The Advertising Standards Authority (ASA) has published its 2024 Annual Report, highlighting the industry’s commitment to responsible advertising and the vital role played by advertisers and media partners in maintaining trust across all major channels, including print, out-of-home (OOH), radio and television.
Key takeaways from the report underscore the scale and effectiveness of the ASA’s self-regulatory framework:
-
1628 complaints were received, with 1312 formal complaints assessed across 206 advertisements.
-
100 ads were reviewed by the Complaints Board, resulting in 62 percent being either removed or amended.
-
Industry compliance with ASA decisions remained high at 99 percent.
-
New protections were introduced through the Children’s Advertising Code and the updated Food and Beverage Advertising Code.
-
A significant investment in education saw over 20 training and compliance resources released, alongside free webinars to support code adoption.
The ASA emphasised the importance of continued collaboration across sectors, especially in light of the two new Codes that set higher benchmarks for marketing to children and for food and beverage promotions.
ASA Chief Executive Hilary Souter noted that industry backing has been instrumental in advancing these initiatives.
“The adoption of the new Codes reflects the industry’s willingness to engage constructively in lifting advertising standards. This shared responsibility helps ensure New Zealanders are served by responsible, transparent campaigns – whether seen in print, on a billboard, or heard on air,” said Souter.
Souter also acknowledged the value of public engagement through complaints and consultations, reinforcing the ASA’s dual focus on both consumer protection and industry integrity.
As advertisers continue to be among the most visible and invested players across New Zealand’s media landscape, their proactive participation in upholding these standards is not only commendable – it is essential.
The full ASA 2024 Annual Report is available now at www.asa.co.nz.
