All advertisements for vehicles shall adhere to the Principles and Guidelines set out in this Code. The purpose of the Code is to ensure that advertising of vehicles will be conducted in a manner which is socially and environmentally responsible and does not encourage unsafe practices.
In interpreting the Code emphasis will be placed on the compliance with both the Principles and the spirit and intention of the Code. The Guidelines are examples, by no means exhaustive of how the Principles are to be interpreted and applied. Upon complaint the Advertising Standards Complaints Board is vested with discretion to ensure a commonsense outcome and take into account obvious hyberbole and humour.
“Vehicle” includes, but is not restricted to motorised and non-motorised conveyances such as passenger vehicles; trucks; light commercial vehicles; off-road vehicles; motorcycles; all-terrain vehicles (ATV); tractors; bicycles; scooters; skateboards and rollerskates.
Principle 1 – Advertisements should comply with the laws of New Zealand.
- Advertisements should not demonstrate any action by any road user or vehicle on a public road which would constitute a traffic offence, unless the advertising has the aim of discouraging unlawful practices.
Principle 2 – Advertisements should not encourage unsafe practices.
- Advertisements should not glorify excessive speed and /or unsafe driving practices.
- Advertisements for all off-road activities should not portray unsafe practices such as cyclists, motorcyclists and ATV drivers not wearing approved safety helmets, nor persons not wearing seatbelts where they are normally worn.
- Advertisements should not associate driving with alcohol consumption unless the consumption is clearly after the completion of driving or the advertising has the aim of discouraging unlawful practices.
- Advertisements should not depict unsafe road practices which may not breach the law but are desirable from a safety point of view, for example skateboarders or rollerskaters on the roadway.
Principle 3 – Advertisements portraying off-road driving should observe a due sense of responsibility to the environment.
- Advertisements should not encourage environmental damage to areas of significant conservation value. These may include beaches, dunes, riverbeds, wetlands, tussocklands, lake margins and estuaries.
Note: Advertisers are able to seek advice from The Land Transport New Zealand on matters relating to safety.