Why aren’t all advertisements pre-vetted before they are published or broadcast?

Most ads are checked prior to being seen by consumers. The process to approve an advertisement differs between advertisers, product categories and media organisations. Many larger advertisers have detailed pre-vetting processes including regulatory checks and legal advice. Media organisations also have their own terms and conditions and guidelines on what they will and will not publish or broadcast. Some industry organisations also have advertising rules for their members to follow. Examples include, Medicines New Zealand, Self-Medication Industry, Pharmacy Guild, Cosmetics New Zealand, Medical Council of New Zealand and the International Code for Marketing of Breast-milk Substitutes in New Zealand.