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The Code for Advertising and Promotion of Alcohol recently underwent a lengthy review and consultation process.
Its replacement, the Alcohol Advertising and Promotion Code, applies to new advertisements from 1 April 2021, and to all advertisements from 1 July 2021.
The new Code
There are a number of significant changes in the new Code. The Code applies broadly to advertisements that are for the purpose of promoting alcohol.
If the Code applies, there are a lot of specific requirements that are engaged. In general terms, the Code is focused on placement (where you put your ads) and content (what you put in your ads).
New rules in the Code include:
There are also special rules for Alcohol Sponsorship Advertising and Promotion (ie, advertising that promotes the sponsored party).
Even if the Code does not apply, all advertisements are still subject to the general Advertising Standards Code, and advertisers must act with a due sense of social responsibility to consumers and safety. In addition to the Code, there are many other legal obligations that apply to alcohol advertising. This covers everything from the Food Standards Code to the Gambling Act and the Fair Trading Act.
Sarah Wilson is Senior Legal Councel at New Zealand Winegrowers.
More information
You can view the new Code in full at asa.co.nz. We expect to develop additional guidance over time as the first complaints are dealt with under the new Code. On 25 March, New Zealand Winegrowers (NZW) held a webinar with more information about the changes in the new code. The recording of the webinar and slides are available to view on the members page of the NZW website (nzwine.com/members/events/webinars/asa-code/). This includes specific guidance on how you can introduce ‘age gates’ or age targeting on various social media platforms. If you have any queries about the requirements for your alcohol advertising and promotions, please contact This email address is being protected from spambots. You need JavaScript enabled to view it.
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