Self-regulation encourages the industry to take responsibility to ensure decent, honest and truthful advertising communications to consumers. Most advertisers do not want to deliberately mislead or offend current or potential customers. They understand the importance of responsible advertising and engage with pre-vetting processes and code-compliance prior to the release or publication of advertising. If consumers trust advertising, it is more effective. Advertising self-regulation also works best alongside a legislative framework. There are dozens of different pieces of legislation covering advertising content or placement in New Zealand.