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Auckland Transport

Advertising policy Advertising policy

The purpose of this policy is to set out high level principles, together with a decision making framework and criteria, governing the approval of advertisements which appear on Auckland Transport’s infrastructure, facilities and services.


  • Advertisement or advertising means any advertisement in any form proposed to appear on Auckland Transport’s infrastructure, facilities and services.
  • Applicant means the person seeking approval for an advertisement to appear on Auckland Transport’s infrastructure, facilities and services.
  • ASA means the Advertising Standards Authority.
  • Auckland Council Group means all Council Controlled Organisations and Council Organisation, those terms having the meaning given in the Local Government Act 2002, of Auckland Council and Auckland Council.
  • Days means any day not being a public holiday and excludes any applicable closedown period, such terms to have the meaning given to the in the Holidays Act 2003.
  • AT means Auckland Transport.
  • AT infrastructure, facilities and services means any infrastructure, facilities and services operated, managed or controlled by or on behalf of AT on which AT has the right to approve advertisements, including but not limited to:
    • Rail services and facilities,
    • Bus services and facilities,
    • Ferry services and facilities,
    • Roads as defined in the Local Government Act 1974,
    • Off-street car parks,
    • Park and Ride facilities,
    • Interchanges,
    • Access ways for which Auckland Transport is responsible.

Required standards

No party may use the Auckland Transport brand or its name, logos, trade-marks or service marks or refer to the Auckland Transport brand, name, logos, trade-marks or service marks directly or indirectly in any media release, public announcement, advertising or public disclosure without Auckland Transport’s prior written approval.

Advertisements will not be approved, or permitted to remain on AT’s infrastructure, facilities or services if, in AT’s sole discretion, the advertisement falls within any of the following categories:

  • The advertisement may not comply with the NZ Advertising Standards Authority code of ethics and specific codes,
  • The advertisement is reasonably likely not to comply with any law, bylaw or regulation or may incite someone to break the law,
  • The advertisement is likely to cause widespread or serious offence to members of the public on account of the nature of the product or service being advertised, the wording or design of the advertisement or by way of inference,
  • The advertisement depicts men, women or children in a sexual manner or displays nude or semi-nude figures in an overtly sexual context,
  • The advertisement depicts or refers to indecency or obscenity or uses obscene or distasteful language,
  • The advertisement relates to the sex industry including the provision of related products and services,
  • The advertisement depicts direct or immediate violence to anyone shown in the advertisement,
  • The advertisement condones or provokes anti-social behaviour,
  • The advertisement relates to films which have not been granted permission for public exhibition or which do not show the Office of Film & Literature Classification certificate,
  • The advertisement contains images or messages which relate to matters of public controversy and sensitivity,
  • The advertisement refers to or portrays (or gives the impression of portraying) a living person unless the written consent of that person is obtained and is produced to AT,
  • The advertisement contains negative references to AT’s services or those services provided or regulated by other members of the Auckland Council Group,
  • The advertisement is likely to be defaced due to the subject matter or due to the inclusion of a high proportion of blank space,
  • The advertisement may adversely affect in any way the interests of the site owner,
  • The advertisement relates to products, services or activities that are in conflict with Auckland Transport safety and community objectives,
  • The advertisement relates to a political party or parties or a political cause,
  • The advertisement uses handwriting or illustrations that would suggest the advertisement has been damaged, defaced; fly posted or subject to graffiti, after it has been posted,
  • The positioning, erection, content or method of display of any advertisement must not pose a health and safety risk as determined by Auckland Transport or its advisors at their sole discretion,
  • The advertisement promotes gambling or gambling related activities,
  • The advertisement promotes alcohol brands or products,
  • Preference will be given to advertising which supports health and healthy lifestyle choices,
  • Such further advertising requirements specified by AT from time to time.

Approval or rejection of advertisement to appear on an AT infrastructure, facility or service

Decision to approve or reject advertising

A decision as to whether an advertisement complies with the standards required by this guideline shall be the responsibility of the General Manager Communications and may be delegated to staff identified  below.

Prior to deciding whether an advertisement complies with the standards required by this guideline, the General Manager Communications may consult the NZ Advertising Standards Authority as to whether the advertisement complies with that authority’s code of ethics and specific codes.  The response from the NZ Advertising Standards Authority may be taken into account when determining whether an advertisement complies with the standards required by this policy.

The General Manager Communications shall notify the applicant within five days following receipt of the advertisement whether the advertisement is approved or is rejected. Notification is deemed given if posted to applicant’s last known address, emailed to the applicant’s email address and if the applicant acknowledges receipt, or sent by facsimile to the applicant’s facsimile number and if the sender's facsimile machine confirms transmission to the applicant.

Proposed rejection of advertising

If the General Manager Communications considers that the advertisement does not comply with the standards contained in this policy and should be rejected, they may propose or invite from the applicant variations to the advertisement to achieve compliance with the standards required by this policy.

Rejection of advertising

If the advertisement is rejected, the notification referred to above may include details of the reasons why the General Manager Communications considered that the advertisement did not comply with the standards contained in this guideline, however, the General Manager Communications shall not be obliged to provide such reasons.

Decisions by the General Manager Communications

The General Manager Communications reserves the right to remove or to request the removal of any advertisement that, in Auckland Transport’s reasonable opinion, does not or is found not to comply with this policy.

Approval and amendment of policy

This policy was approved by the Auckland Transport Board.

This policy will be subject to review within 12 months of its approval or otherwise as considered necessary by the Auckland Transport Board or Chief Executive.


The following positions are delegated to act on behalf of the General Manager Communications in respect of this policy.

Bus, train and ferry facilities and services Bus, rail and ferry service managers
On street, road corridor, walkways, bridges Manager Road Corridor Operations
Car parks and park & ride Manager Parking and Enforcement
Communications Manager Communications