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Advertisers’ Industry Body Turns 70

One of New Zealand’s oldest industry bodies, the Association of New Zealand Advertisers (ANZA), has warned against the potential dangers of regulatory harmonization with Australia.

As the organization celebrates 70 years of representing local advertisers ANZA Executive Director Jeremy Irwin notes that New Zealand will need to be strong in its current trans-Tasman negotiations.

“New Zealand is in a precarious position regarding issues harmonization with Australia and the movement of decision-making across the Tasman,” Irwin said.

The proposed Trans-Tasman Co-Regulation of Therapeutic Goods is a case in point. Unlike Australia, branded prescription medicines may be advertised in New Zealand, under a self-regulatory system which is both efficient and far more cost-effective than processes to regulate therapeutic ads in Australia.

The Therapeutic Advertising Pre-Vetting System (TAPS) is co-ordinated by ANZA to ensure therapeutic advertising complies with relevant acts, regulations and advertising codes. A similar system, LAPS, exists for liquor advertising.

Other issues ANZA has been involved with recently include the proposed levy on advertising, advertising to children and the TVNZ charter.

“New Zealand’s net advertising expenditure is around $1.5 billion per year – a significant contribution to the economy and to the country’s creative industry. ANZA provides a voice for the companies that fund this industry,” says Irwin.

ANZA has around 100 members whose expenditure accounts for the majority of national brand advertising.

Since 1931, the association worked with government, media, advertising agencies and other organizations integral to the industry. An extensive education programme provides information via seminars to increase advertisers’ professionalism and assist them in achieving greater cost efficiencies.

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