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All alcohol advertising and promotion must comply with New Zealand law and with the principles and guidelines in the Code for Advertising and Promotion of Alcohol and the Advertising Standards Code 2018.

The Alcohol Advertising and Promotions Code covers advertising and promotion of all pre-packaged and bulk alcoholic drinks with an alcoholic strength above 1.15% abv, which are advertised and promoted for sale and consumption in New Zealand. A consumable product which contains less than 1.15% of ethanol by volume will be considered as ‘Alcohol’ for the purpose of the Code if marketed as a non-alcoholic variant or brand extension that resembles, e.g. in look and/or taste, a product that contains 1.15% or more ethanol by volume.

 The Codes apply to the entire content of an advertisement, including all words and numbers (spoken and written), visual presentations, music and sound effects.

Advertising Standards Authority

The Advertising Standards Authority (ASA) is responsible for advising on guidelines and accepting and adjudicating on complaints on the Code.

Anyone can complain about any advertisement in any media. The complaint must be in writing and posted to the ASA, PO Box 10-675, Wellington, or email to or made via ASA's online complaint form.

ASA's website has the Code and guidance, information on how to make a complaint and the complaints form, and ASA Complaints Board decisions.  

ASA can also be contacted on 0800 AD HELP (0800 234 357) or (04) 472 7852

Liquor Advertising Pre-Vetting System

The Association of New Zealand Advertisers (ANZA) is responsible for administering the advertising industry's voluntary system of pre-vetting all alcohol advertisements.

The Liquor Advertising Pre-Vetting System was introduced at the time alcohol advertising on broadcast media was first approved. Alcohol advertisers, their advertising agencies and all media agreed to introduce a system which would help to ensure compliance with the Code for Advertising Liquor (now the Code for Advertising and Promotion of Alcohol) and other advertising codes.

Go to the ANZA website for more information on the Liquor Advertising Pre-Vetting System.