New Zealand ads code adds environmental responsibility

The Advertising Standards Authority has released an updated Advertising Standards Code for New Zealand advertising, introducing a standalone principle on environmental responsibility.

The revised code also places greater emphasis on substantiating advertising claims, reshaping the framework around three principles: social responsibility, truthful presentation and environmental responsibility.

New advertising will need to comply from 1 February 2027, while all advertising within the authority's jurisdiction will be covered from 1 April 2027. The staged introduction is intended to give the market time to adjust to the revised framework.

The changes come as advertising regulators in several markets face closer scrutiny over environmental claims and the use of artificial intelligence in marketing. In New Zealand, the updated code retains a principles-based approach rather than adding separate AI rules to the core standards.

Alongside the code, the authority has issued two guidance notes, one on AI use in advertising and the other on offensiveness. It has also launched separate resource hubs for industry and consumers, including explainers and information about the complaints process.

Environmental focus

The creation of a standalone environmental responsibility principle is one of the clearest shifts in the revised framework. By separating environmental issues from broader social responsibility and truthfulness provisions, the authority is signalling that claims about sustainability and environmental impact will receive more explicit attention.

That change matters for advertisers making claims about products, services or corporate conduct in areas such as emissions, waste, recycling and broader environmental effects. The emphasis on substantiation means advertisers will be expected to hold evidence for what they say, a point that is increasingly central to regulatory debates over greenwashing.

The authority operates a self-regulatory system alongside government regulation. Advertiser compliance with its voluntary system reached 98% in 2025, according to the organisation.

AI guidance

After consultation feedback, the authority decided not to write AI-specific rules into the code itself. Instead, it has set out in separate guidance how the existing principles should apply when adverts are created or distributed using artificial intelligence.

That approach keeps the core code technology-neutral. It also allows the regulator to address AI-related issues through interpretation and guidance rather than reopening the code each time advertising tools or methods change.

Hilary Souter, Chief Executive of the Advertising Standards Authority, said the revised framework was designed to provide more clarity while remaining adaptable. “The Advertising Standards Code is a cornerstone of responsible advertising in New Zealand. Informed by public consultation, the updated Code provides greater clarity on the rules for social responsibility and truthful presentation while retaining a principles-based framework that can respond to technological and industry change,” Souter said.

She also addressed the regulator's decision on artificial intelligence. “Following submitter feedback, we have not added AI-specific rules to the Code. The AI Guidance Note explains how the Advertising Standards Code applies to AI-created or AI-distributed ads, while allowing the approach to evolve with technology and advertising practice,” Souter said.

Claims and complaints

The revised standards are intended to support confidence in advertising by reinforcing the need for claims to be properly backed up. The stronger focus on substantiation may have practical effects for marketing teams, agencies and brand owners, particularly in sectors where technical, scientific or environmental assertions are common.

For consumers, the new resources are intended to make the complaints process easier to understand. The consumer hub includes explainer videos and guidance on how to raise concerns about advertising.

Souter said the broader package combined clearer standards for advertisers with more accessible information for the public. “These changes will help advertisers meet their responsibilities and give New Zealanders confidence that advertising claims are substantiated, responsible and aligned with community expectations.

“Alongside the updated Code, we're pleased to launch our new Consumer Resource Hub. The hub provides resources and explainer videos to help New Zealanders understand the ASA complaints process and how to raise a concern if they see advertising that concerns them,” Souter said.

The updated code is likely to be watched closely by advertisers, agencies and legal advisers because it sets the baseline for how the country's self-regulatory system will judge campaign conduct across media. Its structure suggests the authority is seeking to tighten expectations around evidence and environmental claims without moving away from a flexible, principles-based model.