Advertising Code of Ethics
1 August 1996
All advertisements must comply with the laws of New Zealand.
No advertisement should impair public confidence in advertising.
No advertisement should be misleading or deceptive or likely to mislead or deceive the consumer.
All advertisements should be prepared with a due sense of social responsibility to consumers and to society.
All advertisements should respect the principles of free and fair competition generally accepted in business.
Identification - Advertisements should be clearly distinguishable as such, whatever their form and whatever the medium used; when an advertisement appears in a ...view middle of the document...
Fear - Advertisements should not exploit the superstitious, nor without justifiable reason, play on fear.
Violence - Advertisements should not contain anything which lends support to unacceptable violent behaviour.
Denigration - Advertisements should not denigrate identifiable products or competitors.
Testimonials - Advertisements should not contain or refer to any personal testimonial unless it is genuine, current, related to the experience of the person giving it and representative of typical and not exceptional cases. The claims in the testimonial should be verifiable.
Privacy - Unless prior permission has been obtained an advertisement should not portray or refer to any persons, whether in a private or public capacity, or refer to any person's property, in a way likely to convey the impression of a genuine endorsement.
Advocacy Advertising - Expression of opinion in advocacy advertising is an essential and desirable part of the functioning of a democratic society. Therefore such opinions may be robust. However, opinion should be clearly distinguishable from factual information. The identity of an advertiser in matters of public interest or political issue should be clear.
Safety - Advertisements should not, unless justifiable on educational or social grounds, contain any visual presentation or any description of dangerous or illegal practices or situations which encourage a disregard for safety.
Code of Ethics for Advertising
Our Code of Business Conduct reflects the values that sit at the heart of Liberty Global and
embodies our commitment to conduct business with honesty and integrity, in accordance with
high ethical and legal standards, and with respect for each other and everyone with whom we do
The Code of Business Conduct is extended through our Code of Ethics for Advertising to include
the way in which we approach all our advertising and marketing communications.
We adhere to the principles of the International Chamber of Commerce’s Code of Advertising
and Marketing prescribing that all marketing communications should be legal, decent, honest and
In all of our advertising activities and contact with customers, we aim to meet the very highest
standards in truthfulness and honesty. We seek to substantiate all claims before they are aired or
published and we do not make or endorse any communication that misrepresents the
characteristics of any product or service or omits facts that could mislead our customers.
We are committed to ensuring that our advertising activities are decent and responsible and we
make every effort to ensure the images and language used does not go beyond what the vast
majority of people consider acceptable. Nothing we do is intended to encourage prejudice,
violence, cruelty, or to cause offense or distress.
Additional care is taken in all advertising and marketing communications to be sensitive to