Advertising in NZVA (including SIB) Publications

Policy

Any animal remedy, animal food, veterinary service or equipment used in veterinary procedures that are advertised within NZVA publications must

• have proven and/or scientifically-based efficacy;
• fulfil statutory requirements e.g. Animal Welfare Act 1999, ACVM regulations regarding labelling
• not make claims that cannot be substantiated.

Explanation

The NZVA’s credibility depends on the provision of reliable, scientifically-based information to its members, and it is important that advertisements as well as editorial that appear in NZVA publications reflect that.

Guidelines

1. The editor and/or NZVA staff veterinarians should scrutinise advertisements (and editorial) to ensure that they fulfil NZVA policy requirements.
2. The provision of endorsements or testimonials by veterinarians should conform to Section 5.9 of the Code of Professional Conduct (see Appendix I) but should not preclude scrutiny as under 1.

References and Legislation

1. ACVM Act 1997, including the ACVM New Zealand Labelling and Advertising Guide for Veterinary Medicines Requiring Registration (http://www.nzfsa.govt.nz/acvm/publications/labelling-guides/vet-medicines/index.htm)
2. Animal Welfare Act 1999
3. Fair Trading Act 1986
4. Consumer Guarantee Act 1993
5. Veterinary Council of New Zealand Code of Professional Conduct
6. FairAd Code for Promotion of Agricultural Compounds and Veterinary Medicines

Appendix I

Code of Professional Conduct -  5.9 Advertising or endorsement of products and services

Product marketers occasionally seek endorsements or testimonials from individual veterinarians for overt advertising purposes. The value of any such advertisement lies in the use of the word ‘veterinarian’ and the implied integrity and trustworthiness which accompanies a member of the veterinary profession.

Because the public trust in the veterinary profession may be exploited and damaged by such advertising, individual veterinarians should not provide endorsements or testimonies to be used [be quoted] in any commercial advertising material aimed at the general public for any animal remedy, animal food, veterinary service or equipment used in veterinary procedures.

On the other hand, there may be other occasions when it is in the public interest for a product or procedure to be brought to the attention of the public.

At the individual practice level, practice newsletters and circulars prepared for bona fide clients which are intended as a means of communication to those clients alone, may be used for comments about animal remedies, animal foods or procedures unless the product has a specific prohibition as a condition of its registration.

Whether information is being aimed at bona fide or non-bone fide clients, such communication must comply with any legal requirements, including those of the Fair Trading Act 1986, Consumer Guarantee Act 1993, and the Agricultural Compounds and Veterinary Medicines Act 1997 (or legislation subsequent to these Acts).

Policy Files: 

1e - Advertising in NZVA Publications - May09.pdf