The New Zealand Television Broadcaster's Council recognises the need for a high level of social responsibility in communicating to children. In New Zealand, an effective system of self-regulation ensures that the industry also take into account the UN Convention on the Rights of the Child.

While recognising a child's right (in Article 13) to "freedom to seek, receive and impart information and ideas of all kinds through any media of the child's choice", the Convention calls on the media to support parents who have the primary responsibility for the upbringing and development of their children.

New Zealand advertisers, advertising agencies and broadcasters have agreed to operate according to the Advertising Codes of Practice. To supplement these Codes, free-to-air television has a number of policies and voluntary rules concerning advertising and children's programmes. These are covered in the freely available booklet "Getting it Right for Children".
 
"Getting it Right for Children" is available to download in PDF format on the New Zealand Television Broadcasters' Council website .