{"id":1984,"date":"2021-01-19T18:38:14","date_gmt":"2021-01-19T05:38:14","guid":{"rendered":"https:\/\/nz.legalvision.com.au\/?p=1984"},"modified":"2021-01-19T18:38:15","modified_gmt":"2021-01-19T05:38:15","slug":"fine-print-advertising-new-zealand","status":"publish","type":"post","link":"https:\/\/legalvision.co.nz\/regulatory-and-compliance\/fine-print-advertising-new-zealand\/","title":{"rendered":"How to Use Disclaimers and Fine Print In Advertising in New Zealand"},"content":{"rendered":"\n<p><span style=\"font-weight: 400\">Effective advertising is essential to your business&#8217;s success. However, you cannot mislead or deceive your customers with the contents of your advertisements. This article will outline three guidelines for your business&#8217;s advertisements, as well as any disclaimers or fine print.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400\">The Advertisement Cannot Mislead the Reader<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">In New Zealand, all businesses <\/span>must <span style=\"font-weight: 400\">not commit <\/span><a href=\"https:\/\/legalvision.co.nz\/regulatory-and-compliance\/what-is-misleading-or-deceptive-conduct-in-new-zealand\/\"><span style=\"font-weight: 400\">misleading or deceptive conduct<\/span><\/a><span style=\"font-weight: 400\">. This conduct extends to the statements or claims you make in advertisements or on the packaging of your products.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Advertisements will be misleading if a reasonable person with the characteristics of the reader or viewer of the ad would have been misled. If your advertisement is misleading, you may be subject to:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">criminal legal proceedings;<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">an injunction on the misleading conduct;&nbsp;<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">a court order; or&nbsp;<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">a large fine.<\/span><\/li><\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">To avoid committing deceptive conduct, you may wish to make a disclaimer or include fine print in your advertisement. However, this disclaimer does not necessarily cancel out your misleading statements made in the large print of the advertisement.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">You will need to ensure that the main message conveyed in your advertisement is accurate, rather than relying on a disclaimer to correct a misleading statement or claim. This main message will be the dominant theme or \u2018general thrust\u2019 that your customer takes from the advertisement. Customers tend to make an overall impression regarding an advertisement&#8217;s contents from quickly glancing at it. Even if a consumer later in time comes to appreciate your advertisement&#8217;s true message, it will still be misleading if they were drawn into purchasing your product or service by a misleading \u2018general thrust\u2019. Regardless of the contents of your disclaimer, you must ensure that your advertisement is not misleading at first glance.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">You also cannot include information in a disclaimer or fine print that would contradict your advertisement&#8217;s \u2018general thrust\u2019. Instead, the small print should elaborate on your advertisement&#8217;s dominant message, rather than contradict or qualify it.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">A disclaimer will only cancel out deceptive statements or claims if it deprives the advertisement of its misleading character.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Do Not Overlook <span style=\"font-weight: 400\">The Disclaimer<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">To ensure that your disclaimer does not contradict the \u2018general thrust\u2019 of your advertisement, the disclaimer must be easily understood and clearly visible.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Suppose you wish to include a disclaimer that contains qualifying or limiting information in your advertisement. In that case, you must&nbsp; communicate it in a bold and compelling manner that a viewer could not easily overlook.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">In evaluating whether a reader could overlook a disclaimer or fine print, a court will work at:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><span style=\"font-weight: 400\">whether the information is linked back to the main message or \u2018general thrust\u2019 of the advertisement;<\/span><\/li><li><span style=\"font-weight: 400\">the demographic of consumers that the advertisement<\/span> targets;<\/li><li><span style=\"font-weight: 400\">the external context in which y<\/span>ou make <span style=\"font-weight: 400\">the advertising statement or claim;<\/span><\/li><li><span style=\"font-weight: 400\">the proximity and prominence of the disclaimer, fine print or qualifying information;<\/span><\/li><li><span style=\"font-weight: 400\">whether the disclaimer is sufficiently instructive to remove the risk that the advertisement might mislead or deceive a reader; and<\/span><\/li><li><span style=\"font-weight: 400\">whether there is a clear separation between the advertisement\u2019s claim and the qualifying fine print.<\/span><\/li><\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">For example, it usually will not be sufficient to put a small asterisk linked to a disclaimer after a potentially misleading advertising claim or offer. An asterisk, particularly on a poster or in a short television ad, is not readily accessible and plain for readers and viewers.<\/span><\/p>\n\n\n\n\n<a href=\"#content-next\"\n   class=\"block p-4 mt-10 text-xl font-bold text-center text-white no-underline bg-gray-800 rounded-t-xl\">\n    Continue reading this article below the form\n    <i class=\"text-xl fa-regular fa-arrow-down\"><\/i>\n<\/a>\n<div class=\"px-6 pt-10 pb-12 mb-10 text-center bg-gray-100 rounded-b-xl sm:px-12 test\">\n    <div class=\"mb-8 text-2xl font-bold text-orange\">\n        Need legal advice?\n        <br>\n        <span class=\"text-lg not-prose\">\n                            Call <a href=\"tel:+64800005570\" class=\"not-prose\">0800 005 570<\/a> for urgent assistance.\n                <br>\n                Otherwise, complete this form, and we will contact you within one business day.\n                    <\/span>\n    <\/div>\n\n    \n\n<div class=\"not-prose flex justify-center text-left 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Given this assumption, the fine print in your advertisement should not contain any additional costs or charges associated with a purchase from your business.\u00a0<\/span><\/p>\n\n\n\n<div class=\"box box--info box--icon\">\n<p><span style=\"font-weight: 400\">For example, an advertisement would likely be deemed misleading if the fine print clarified that GST was not included in the final price advertised. Any additional costs, such as GST, should be calculated into the final price displayed.&nbsp;<\/span><\/p>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400\">Key Takeaways<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">Advertising is an essential way to gain new customers and promote your business. However, you will need to ensure that your advertising does not contain any claims or terms that could amount to misleading or deceptive conduct. A disclaimer or fine print will not be able to save a statement that is misleading at first glance. To ensure that your advertisement meets legal requirements, a disclaimer should:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">align with and elaborate on the \u2018general thrust\u2019 of your advertisement;<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">be clearly visible and easily understood; and<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">not include any additional costs or GST.<\/span><\/li><\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">If you are unsure whether your business\u2019s advertisement could amount to misleading conduct, our <\/span><a href=\"https:\/\/legalvision.co.nz\/regulatory-lawyers-lp\"><span style=\"font-weight: 400\">regulatory and compliance lawyers<\/span><\/a><span style=\"font-weight: 400\"> can help. Contact us on 0800 005 570 or complete the form on this page.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">FAQs<\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1606880228344\"><strong class=\"schema-faq-question\"><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong>What is the fine print of an advertisement?<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong> <p class=\"schema-faq-answer\">The fine print is a disclaimer included in an advertisement that elaborates on or provides more information about the contents of the ad.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1606880258379\"><strong class=\"schema-faq-question\"><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong>What is misleading conduct?<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong> <p class=\"schema-faq-answer\">Conduct will be deemed to be misleading if a reasonable person with the characteristics of the recipient of the conduct, such as a reader of an advertisement, would have been misled.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1606880271477\"><strong class=\"schema-faq-question\"><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong>What is the main message of an advertisement?<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong> <p class=\"schema-faq-answer\">The main message is the dominant theme or \u2018general thrust\u2019 that your customer takes from the advertisement. Any disclaimer or fine print should align, and not contradict, the main message of an advertisement.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1606989773267\"><strong class=\"schema-faq-question\"><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong><strong>How do I use disclaimers in advertising?<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong> <p class=\"schema-faq-answer\">A disclaimer should align with and elaborate on the \u2018general thrust\u2019 of your advertisement, be clearly visible and easily understood; and not include any additional costs or GST.<\/p> <\/div> <\/div>\n\n\n\n\n<div class=\"not-prose m-feedback-prompt\">\n    <!-- Thumbs up\/down bar -->\n    <div class=\"m-feedback-prompt__main\">\n        <div class=\"m-feedback-prompt__title\">Was this article helpful?<\/div>\n        <div>\n            <!--span class=\"m-feedback-prompt__button--text\">Thanks!<\/span-->\n            <button type=\"button\" class=\"m-feedback-prompt__button m-feedback-prompt__button--yes\"\n                    data-analytics-link=\"feedback-prompt:yes\" aria-label=\"Agree\">\n                <i class=\"fa-regular fa-thumbs-up fa-3x\"><\/i>\n            <\/button>\n            <button type=\"button\" class=\"m-feedback-prompt__button m-feedback-prompt__button--no\"\n                    data-analytics-link=\"feedback-prompt:no\" aria-label=\"Disagree\">\n                <i class=\"fa-regular fa-thumbs-down fa-3x\"><\/i>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    <!-- Feedback form -->\n    <div class=\"m-feedback-prompt__form\">\n        <div class=\"m-feedback-prompt__form--thanks \">\n            <div>Thanks!<\/div>\n            <p>\n                We appreciate your feedback \u2013 your submission has been successfully received.            <\/p>\n        <\/div>\n        <form id=\"contact-form\" class=\"m-feedback-prompt__form--form\" action=\"\" method=\"post\">\n            <input type=\"hidden\" id=\"authenticity_token\" name=\"authenticity_token\" value=\"ed19fd34f0\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/api\/wp\/v2\/posts\/1984\" \/>            <input value=\"https:\/\/legalvision.co.nz\/regulatory-and-compliance\/fine-print-advertising-new-zealand\/\" type=\"hidden\" name=\"currenturl\"\n                   id=\"currenturl\">\n            <input value=\"How to Use Disclaimers and Fine Print In Advertising in New Zealand\" type=\"hidden\" name=\"currenttitle\"\n                   id=\"currenttitle\">\n            <label>\n                <!-- display on thumbs-up -->\n                <span class=\"m-feedback-prompt__feedback m-feedback-prompt__feedback--yes\">\n                    Can you tell us <span class=\"font-semibold\">why<\/span> you found it helpful?\n                <\/span>\n\n                <!-- display on thumbs-down -->\n                <span class=\"m-feedback-prompt__feedback m-feedback-prompt__feedback--no text-lg\">\n                    How can we better improve this article?\n                <\/span>\n                <textarea name=\"feedbackmessage\" id=\"feedbackmessage\" required><\/textarea>\n            <\/label>\n\n            <div class=\"m-feedback-prompt__form--error\" id=\"form-submit-error\"><\/div>\n            <button id=\"submit-contact-form-button\" type=\"submit\" name=\"commit\" class=\"m-feedback-prompt__form--submit\"\n                    data-analytics-link=\"feedback-prompt:submit\">\n                Submit            <\/button>\n        <\/form>\n    <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Effective advertising is essential to your business&#8217;s success. However, you cannot mislead or deceive your customers with the contents of your advertisements. This article will outline three guidelines for your business&#8217;s advertisements, as well as any disclaimers or fine print. The Advertisement Cannot Mislead the Reader In New Zealand, all businesses must not commit misleading<a href=\"https:\/\/legalvision.co.nz\/regulatory-and-compliance\/fine-print-advertising-new-zealand\/\">Continue reading <span class=\"sr-only\">&#8220;How to Use Disclaimers and Fine Print In Advertising in New Zealand&#8221;<\/span><\/a><\/p>\n","protected":false},"author":13234,"featured_media":201827,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","editor_notices":[],"footnotes":""},"categories":[8],"tags":[24,25,54,270,462,463,464],"class_list":["post-1984","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-regulatory-and-compliance","tag-startup","tag-small-business","tag-medium-business","tag-misleading-conduct","tag-disclaimers","tag-fine-print","tag-advertising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Use Fine Print In Advertising in New Zealand | LegalVision<\/title>\n<meta name=\"description\" content=\"Are you looking to use disclaimers and fine print in advertising in New Zealand? 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