New Alcohol Advertising and Promotion Code comes into effect on 1 April 2021

On 1 April 2021, the new Alcohol Advertising and Promotion Code will come into effect. Advertisers are reminded that all new alcohol advertising is required to comply. Advertisements placed before 1 April 2021 need to comply with the Code for Advertising and Promotion of Alcohol.

All alcohol advertising and promotion will be required to comply with the new Code on 1 July 2021.

The new Code includes reference to relevant legislation, guidelines on alcohol advertising and promotion and low risk drinking guidelines that advertisers must observe.  The Code provides clear guidance to advertisers that alcohol advertising and promotion must be targeted at adults whilst protecting minors and others who may be vulnerable to alcohol advertising and promotion.

The new Alcohol Advertising and Promotion Code was released in December 2020, following a scheduled review of the Code for Advertising and Promotion of Alcohol. The Code was developed by the ASA Codes Committee, which included advertiser, agency, media, Ministry of Health and public representatives, and in consultation with industry and public sectors.

Please contact us by emailing if you would like further training on the new Code – in-house and webinar options are available.