Product labelling regulatory review
The review looks at how well New Zealand’s product labelling rules match international standards
The Ministry for Regulation has completed its review into New Zealand's product labelling system. Cabinet has agreed a package of changes to progress some of the review’s recommendations.
Overview
Product labels list ingredients, expiry dates, and safety warnings on an item – they are essential for keeping customers safe and informed.
New Zealand’s product labelling system has evolved in a world where we shopped in-store and in-person and what was printed on the label was the only way of obtaining information about products.
Regulations have not kept up with the world of international online shopping, global supply chains, fast-moving innovative businesses, and consumers wanting the latest information about their purchases.
In July 2025, Cabinet agreed that the Ministry for Regulation could undertake a review of regulations relating to product labelling.
Scope of the review
The review consulted with businesses and industry groups to understand product labelling pain points across a range of product types and to help us shape the review’s terms of reference.
We heard through consultation that the labelling system has become confusing, costly, and often outdated with rules that make it harder for Kiwi companies to compete and innovate.
The review focused on:
- digital labelling
- food and beverage labelling requirements
- supermarket competition
- over the counter (OTC) medicine labelling requirements
- dietary supplements labelling requirements.
We analysed the issues to see where the regulatory systems were working well and where there was room for improvement. Our analysis was informed by a mixture of desktop research and further engagement with agencies, industry and consumer groups to inform our recommendations.
We used both qualitative and quantitative methods, including economic analysis and an assessment of how our requirements compare to other countries, to assess the costs and benefits of our recommendations.
What the review found
We found that some product labelling regulation is essential to protect consumers and support fair competition, but many of the current systems are complex, unnecessarily prescriptive, outdated and are holding back progress, increasing costs, and limiting innovation.
What the review recommends
We made 16 recommendations in our report across four areas to modernise product labelling regulation and regulatory practice.
Next steps
Cabinet has agreed to progress a focused package of changes, including enabling digital labelling and strengthening food and beverage labelling guidance.
The Ministry for Regulation will continue working with relevant agencies, regulators and stakeholders as work progresses on implementation of the Cabinet decisions and the review recommendations.
More information
Product Labelling Review - Review recommendations and Cabinet decisions
Product Labelling Review - Final report
Product Labelling Review - Digital labelling CBA
Product Labelling Review - Supermarket competition CBA
Product Labelling Review - Summary of engagement