This year we celebrate our 50 year anniversary, and our longstanding role in supporting responsible advertising in Aotearoa New Zealand.
Founded by publishers, broadcasters, and ad agencies in May 1973 as the Committee of Advertising Practice (CAP), with a primary objective to maintain at all times and in all media, a proper and generally acceptable standard of advertising and to ensure that advertising was not misleading by statement or implication. The first Advertising Codes were released in 1974 on slimming, driving, and alcohol advertising.
In 1990, the CAP evolved into the Advertising Standards Authority (Incorporated).
In 2023, the ASA sets the standards for advertising in New Zealand through the Advertising Standards Code that applies to all ads in all media, and five high standard codes for Alcohol, Children and Young People, Finance, Gambling and Therapeutics.
We are a self-regulatory body, funded by the advertising industry. The flexibility of a code-based approach means that we can adapt quickly to changing community standards and the introduction of new media platforms.
Today we deal with over 800 complaints annually, with a 96% compliance rate with our decisions. We are grateful for the leadership of our Chairs and support of our Members across the decades, as we work towards our continued vision of Every Ad a Responsible Ad in 2023 and beyond.
Take a look back with us as we reflect on key milestones across the years, and don’t forget to check back as we will be adding more content throughout the year!
Click on the links below to learn more about the history of advertising self-regulation over the last 50 years.