New Decisions: #1 claims, influencers, and more

The following decisions have been released to the ASA website:


Chemist Warehouse #1 claim not proven

The Chemist Warehouse digital advertisement on stated they were “New Zealand’s #1 online pharmacy” and promoted “Free shipping over $50.”

The Complainant was concerned the claim Chemist Warehouse is New Zealand’s number one online pharmacy was misleading.

The Advertiser defended the advertisement, stating the claim fell within the category of “obvious untruths, exaggeration, puffery or deliberate hyperbole that are unlikely to mislead” allowable under the Advertising Standards Code.

The Complaints Board unanimously agreed the advertisement was misleading as it made an absolute claim about the Advertiser’s ranking in comparison to other New Zealand online pharmacies, which had not been substantiated.

The Complaints Board ruled the complaint was Upheld and the advertisement was to be removed.

Influencer complaints settled

The ASA has regularly received complaints about identification of influencer ad content since the release of the Influencers AdHelp Information on Identifying Ad Content. Five recent decisions are included here, on whether ad content was sufficiently identified. In these cases, the influencers have proactively engaged with the self-regulatory process by removing or amending their posts, and confirming their understanding of the ad label requirements for future content.