Advertising Standards Authority finding on ACC Ad

9 April 2007

Media Release
Accident Compensation Corporation

Advertising Standards Authority finding on ACC Advertisement

The Advertising Standards Authority (ASA) has upheld a complaint about one of the “Covered” advertisements being run by the Accident Compensation Corporation (ACC).

Dr Jan White, ACC Chief Executive said, “the ASA has not yet released its full judgment on the advertisement in question so ACC cannot comment in detail, except to say:

1. the ASA decision was about one particular advertisement within a broader information campaign
2. ACC remains committed to the ongoing public information campaign, which is based on independent research showing that most people are not aware of the help they can get from ACC,
3. the advertisement in question had finished airing before this complaint was received by ACC, and the campaign had moved into the next phase,
4. ACC will consider its response to the ASA decision once it has reviewed the full judgment.”

“Our intent with the particular advertisement was simply to ensure that New Zealanders knew that ACC is there to help them if they were injured, on a no-fault, 24 hour, nationwide basis”, Dr White said.

The advertising campaign was developed in response to independent research showing that most New Zealanders were not aware of these facts. Evaluation shows that the campaign has already been successful in raising awareness levels.

Other advertisements, some of which are now running, go into greater detail about the specific assistance that is available.

ACC remains convinced that a public information based approach is a cost-effective way of ensuring its important messages about the cover it provides reach their target audience, all New Zealanders.

ENDS

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