Alcohol advertising and promotional pre-vetting is a voluntary commitment to responsibility in marketing initiated by the alcohol brand-owners belonging to the Association of New Zealand Advertisers (ANZA). LAPPS is supported by all major media and the Communication Agencies Association (CAANZ).

BACKGROUND

Advertisingof alcohol brands and products on broadcast media was approved in New Zealand in 1988. Brand owners, their advertising agencies and all media agreed at that time to introduce an independent pre-approval system which would make every endeavour to ensure advertising of alcohol brands complied with the Advertising Standards Authority (ASA), Code for Advertising Liquor before they were broadcast or published.

In response, the Association of New Zealand Advertisers (ANZA) developed the Liquor Advertising Pre-vetting System (LAPS) whereby ANZA would contract independent Adjudicators to undertake the pre-vetting of advertising and ANZA would be responsible for administering the system.

In 2009, the ASA, after consultation, introduced a second a further code, the Code for Naming, Labelling, Packaging and Promotion of Liquor, to oversee a wider range of marketing activity by alcohol producers. To support this, a parallel pre-vetting service (LPPS) was established.

As part of the regular public consultation of the ASA Codes, it was recommended that the two Codes be merged into a new and updates Code, the Code for Advertising and Promotion of Alcohol in 2012. In parallel, the pre-vetting systems were merged to create a single pre-vetting system (LAPPS), covering advertising and wider promotional activity.

ANZA relies on the support and goodwill of liquor advertisers to use the LAPPS system, and the media not to accept advertisements without an approval number.If alcohol advertising is to remain self-regulated, it is the responsibility of the industry to continue to support the system set up for their benefit.

LAPPS is a user-pays system.

HOW LAPPS WORKS

  1. The objective of LAPPS is to ensure that alcohol advertising, sponsorship and promotion meet the standards prescribed by the ASA Code for Advertising and Promotion of Alcohol administered by the Advertising Standards Authority (ASA).
  1. Advertisers participating in LAPPS have agreed not to run consumer advertisements unless the LAPPS adjudicator first approves them. Media organisations have also agreed not to run advertisements without LAPPS approval.
  1. Approval is required for all advertising, including that already approved in overseas markets, as advertising Codes may vary from country to country.
  1. The LAPPS Adjudicator will take into account the formal constraints of the ASA Code for Advertising and Promotion of Alcohol. In making these judgements it will be necessary for advertisements to be in accordance with both the intention and ‘spirit’ of the Code. Precedents determined by the ASA’s Advertising Standards Complaints Board will be considered where relevant.
  1. Content and form of advertisements and promotions should be consistent with the ongoing commitment of the alcohol industry and the principles of the ASA Codes:
  1. Alcohol advertising and promotions shall observe a high standard of social responsibility
  2. Alcohol advertising and promotions shall be consistent with the need for responsibility and moderation in alcohol consumption
  3. Alcohol advertising and promotions shall not be directed at minors nor have strong or evident appeal to minors in particular
  4. Sponsorship advertisement shall clearly and primarily promote the sponsored team or individual
  1. First-time users of LAPPS are required to register with ANZA prior to the LAPPS Adjudicator commencing the pre-vetting process. There is no charge to register for LAPPS. Download the LAPPS Registration Form.
  1. Once an advertiser has registered, material for approval should be submitted, together with the LAPPS Application for Approval Form, to the LAPPS Adjudicator . Download the LAPPS Application for Pre-vetting Form.
  1. Fees: LAPPS is a user pays system.ANZA invoices each Advertiser for using the Adjudicator at the following rates:
  • ANZA Members: $62.50 per quarter hour + $17.50 admin fee + GST
  • Non-ANZA Members: $105.00 per quarter hour + $17.50 admin fee + GST

LAPPS ADJUDICATOR

ANZA is responsible for appointing the independent LAPPS Adjudicator.

The current Adjudicator, Rob Bree took on the role in late 2012. He has a long association with ANZA having been a member in earlier times and a former executive director of the Food Industry Group. He has an excellent working knowledge of the alcohol industry having been a brewery marketing manager from 1994 till 2001.

Alongside his LAPPS responsibilities he maintains his own consultancy, is executive director of the market research industry group AMRO and contracts to the Better By Design division of NZ Trade & Enterprise.

Ph:+64 9 52 888 08

Mob:+64 272 777 832

Email:

FURTHER INFORMATION

  1. The LAPPS Application for Pre-vetting Form and other relevant information, including the Code for Advertising and promotion of Alcohol, is available on the Association of New Zealand Advertisers website (ANZA)
  1. The full Advertising Codes of Practice are available from the Advertising Standards Authority (ASA)
  1. LAPPS approval does not over-ride the pre-clearance requirements of media organisations where these exist. Advertisements should still be submitted (with their LAPPS approval number) for pre-publication or pre-broadcast approval to the appropriate clearance body e.g. TV commercials need CAB approval

LAPPS CODE CONSULTATIVE COMMITTEE

This Committee, comprising representatives of public interest organisations meets annually with representatives of major advertisers, relevant industry associations, ASA,CAB and the LAPPS Adjudicator. The meetings discuss advertising shown in the previous six months and any complaints received by the ASCB.Meetings are chaired by ANZA.

For more information on LAPPS contact:

Association of New Zealand Advertisers Inc.

P O Box 9348

Newmarket

Auckland 1149

Ph: +64 9 3005932

Email: