A new era for health and therapeutic advertising has officially begun, with strengthened rules now applying to all advertising across New Zealand from today.
The updated Therapeutic and Health Advertising Code, introduced by the Advertising Standards Authority (ASA), is now fully in force for all existing and new advertising relating to medicines, medical devices, dietary supplements, natural health products, health services and any products making therapeutic or health claims.
The revised code has been designed to reflect changes in legislation, evolving digital media platforms and the way consumers engage with advertising online. It also responds to growing concerns about misleading health information shared through social media, influencers and user-generated content.
Among the most significant changes are tighter controls around endorsements and testimonials. Advertisers are prohibited from suggesting that healthcare professionals, government agencies or independent organisations endorse products or services where that is not the case. Businesses are also expected to take greater responsibility for user-generated content appearing on platforms they control, including reviews and influencer promotions.
The updated code also places a stronger emphasis on protecting vulnerable audiences. The definition of vulnerability has been broadened beyond age to include people experiencing physical or mental health challenges, financial hardship, low health literacy and other circumstances that may make them more susceptible to misleading advertising.
Health and therapeutic advertisers must ensure all claims are supported by credible evidence and presented in a way that is accurate, balanced and socially responsible. Mandatory information must be clearly visible, while exaggerated or misleading claims are more likely to breach the code.
Importantly, the rules extend well beyond traditional advertising. They apply across television, radio, newspapers, websites, social media platforms, podcasts, streaming services, email marketing, billboards, digital advertising and influencer content, reflecting the increasingly diverse ways New Zealanders consume information.
The code operates alongside existing legislation, including the Medicines Act 1981 and the Dietary Supplements Regulations 1985, and forms part of the wider framework governing responsible advertising in Aotearoa.
For Māori health providers and organisations promoting hauora initiatives, the updated standards reinforce the importance of ensuring health messages are evidence-based, culturally appropriate and do not overstate potential benefits. As Māori communities continue to experience significant health inequities, maintaining public confidence in health information remains a key priority.
The ASA has encouraged advertisers, agencies and health organisations to familiarise themselves with the revised requirements to ensure compliance as the new code takes full effect nationwide.
#RadioWaatea #WaateaNews #Hauora #HealthAdvertising #AdvertisingStandards #ASA #PublicHealth #ConsumerProtection #HealthClaims #Aotearoa #MāoriHealth #DigitalMedia #SEO
