Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


New Guidance Note: Identification of Advertisements

New Guidance Note: Identification of Advertisements

The Advertising Standards Authority (ASA) has released its new Guidance Note on Identification of Advertisements.

The nature of advertising is constantly evolving and recently there have been calls to help consumers identify advertising. The ASA Code of Ethics states that all advertising content controlled directly or indirectly by the advertiser should be identified as such, regardless of the medium used to distribute it.

This Guidance Note will assist advertisers and their partners to understand what constitutes an advertisement and how to ensure it is clearly identified. It is particularly relevant to online influencers and companies that utilise influencers as part of their marketing strategy.

This Guidance Note has been developed by the ASA Codes Committee, which includes advertiser, agency, media and public representatives, and in consultation with senior representatives from the digital marketing sector. The ASA consulted widely with industry to obtain their input. ASA Chief Executive, Hilary Souter, thanked committee members and industry for their contribution to the development process.

Jana Rangooni, Chief Executive of Radio Broadcasters Association said “The Radio Industry is pleased to see the ASA working to put guidance in place that provides a more even playing field across all channels of advertising in New Zealand. If we want strong media outlets producing great local content then everyone, including those operating in the global digital media environment, needs to be held to account to the same degree as local media channels.”

Sharon Moffat, Head of Marketing Services at ASB said that as an advertiser, they welcomed the clarity the Guidance Note provides. She said “With the growth of native advertising content and social influencer marketing, the line between content and advertising is blurring for audiences, advertisers, agencies and media alike. This Guidance Note clearly outlines the properties that define content as an advertisement, making it easy for all parties to then understand their responsibilities under the Codes of Advertising Practice.”

Social Club Chief Executive Georgia McGillivray said the Guidance Note was “a welcome development for influencers, brands and agencies to gain clarity around their responsibilities”. She added that the guidelines will help validate the influencer market in New Zealand.

• To view the full report please click here.


© Scoop Media

Business Headlines | Sci-Tech Headlines


Land Report: Issues With Soil Degradation

An environmental report released today has found we are damaging and losing our soils and our native plants and animals. More>>


Water Quality Report: Cause For Optimism

National River Water Quality Trends released by Land, Air, Water Aotearoa (LAWA) this week, reveal that for all river water quality parameters monitored over a 10 year period, more sites were improving than deteriorating. More>>


IMF Report On NZ: Positive Economic Outlook

Minister of Finance Grant Robertson has welcomed the IMF’s Concluding Statement, released following its annual visit, which provides an independent assessment of the strength of the New Zealand economy. More>>


Retail Power Price: Review Panel Named

The Energy and Resources Minister Megan Woods has released the details of who will sit on an expert advisory panel which is tasked with leading a review into the price of electricity in New Zealand. More>>


Increasingly Disruptive Threats: Govt Cyber Security Refresh

Broadcasting, Communications and Digital Media Minister Clare Curran today announced a comprehensive refresh of New Zealand’s approach to cyber security. More>>


Regional Growth: Action Plan To Modernise Taranaki’s Economy

The Provincial Growth Fund (PGF) will invest up to $20 million to help future-proof the Taranaki region by diversifying its economy, creating additional jobs and leveraging off the strong base the region has established through its oil, gas and agricultural ... More>>


Winding Down Irrigation: Funding Ends For Crown Irrigation Investment

The Government has begun winding down public funding for large-scale irrigation through Crown Irrigation Investments Limited (CIIL), in line with the Coalition Agreement and the Confidence & Supply Agreement. More>>