ASA Appeal Board Confirms Harm In Cleaning Company Ads, Exposes Regulatory Gap In Use Of ‘OCD’ Trading Names

The Advertising Standards Authority (ASA) Appeal Board has ruled that advertisements by SS Commercial Cleaning Group Limited — trading as OCD Commercial Cleaning — were likely to cause harm or serious offence because they reinforced an inaccurate and damaging stereotype about obsessive-compulsive disorder (OCD).

OCD advocate Marion Maw, who appealed the original Complaints Board decision, says the ruling is a significant moment for thousands of New Zealanders affected by the condition.

“Misusing the term ‘OCD’ isn’t harmless — it stops people from recognising their own symptoms and keeps families silent,” says Maw. “This decision signals that New Zealanders deserve better than stereotypes dressed up as marketing.”

A Harmful Stereotype, Not Harmless Wordplay

The advertisements at the centre of the ruling featured the slogan “Obsessed with CLEANLINESS, Driven by PERFECTION” alongside the trading name OCD Commercial Cleaning. The Appeal Board found this created a misleading impression about the mental health condition. 

The Board acknowledged that the Advertiser did not intend to cause any offence or harm. However, the advertisements fed into a harmful and inaccurate stereotype about what it means to have OCD, such as referring to being “obsessed” with cleaning.

“It’s not about intention — it’s about impact,” Maw says. “When society thinks OCD is about tidiness or a love of cleaning, people delay seeking help. They don’t realise their intrusive thoughts or compulsions are symptoms of a serious mental health condition.”

A Regulatory Blind Spot: Trading Names Have No Oversight

While the Appeal Board upheld concerns about harm caused by the advertising slogan, it also clarified that the ASA has no jurisdiction over business names — including those with potential social or cultural harm. Unlike company names or trademarks, trading names do not need to be registered, meaning there is currently no mechanism in New Zealand to assess whether a trading name is socially responsible.

“This case highlights a clear gap in our system,” Maw says. “A business can choose any trading name it wants, regardless of how harmful or offensive it may be. There is simply no oversight.”

She says the time has come for a public conversation about modernising naming rules, so they better reflect today’s understanding of mental health, disability, and social responsibility.

Why This Decision Matters

The ruling comes at a time when people with OCD are increasingly speaking up about the stigma they face. Misconceptions — particularly the myth that OCD is about being tidy, clean, or perfectionistic — cause practical harm by:

• Delaying diagnosis, sometimes for years
• Discouraging people from seeking help due to shame or confusion
• Undermining families who struggle to understand what their loved one is experiencing
• Normalising stereotypes that minimise a serious and often debilitating condition

OCD affects 1–2% of New Zealanders, many of whom first experience symptoms in childhood or adolescence. Without accurate understanding, individuals may not realise that their intrusive thoughts or compulsive behaviours are treatable.

“Language Matters — And Small Changes Help”

Maw emphasises that most New Zealanders want to be supportive; many simply don’t realise the impact that everyday misuse of the term ‘OCD’ can have.

“Being mindful about language is one of the simplest ways to support people experiencing mental distress,” she says. “If you’re not talking about obsessive-compulsive disorder, please don’t use ‘OCD’.”

Key Facts About OCD

• OCD involves intrusive, unwanted thoughts (obsessions) and repetitive behaviours or mental rituals (compulsions) that temporarily relieve the mental distress.
• It is not a preference for tidiness, cleanliness, or order.
• Symptoms commonly begin in childhood, the teenage years, or early adulthood.
• Many people wait years before receiving the correct diagnosis and evidence-based treatment.
• Public misconceptions are a major driver of delayed help-seeking.

About Marion Maw

Marion Maw is an advocate for improved understanding and treatment of obsessive-compulsive disorder in Aotearoa. Her daughter lived with unrecognised OCD throughout her teenage years, prompting Maw to champion better awareness, reduced stigma, and more accurate public conversations about the condition. She is also an administrator of Fixate, an online community for New Zealanders living with OCD and their families.

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