Anyone can complain about any advertisement that is targeting New Zealanders.
Complaints made by consumers are considered through our free consumer complaints process. Complaints made by an advertiser regarding a competitor to their own products are subject to a fee and considered through a separate competitor complaints process.
The ASA may decline to accept a complaint if the matter is outside our jurisdiction. More information on our jurisdiction and scope is available here.
In the consumer process, complainants are not expected to defend their complaint against the advertiser in any way. The onus is on the advertiser to provide evidence that their ad is compliant.