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Style guide

Writing ads in a New Zealand voice

Write ads the way a clear, friendly New Zealander would speak: NZ English spelling, prices that include GST for consumers, correct te reo Māori with macrons where you use it, and an understated tone that is specific rather than hyped. Avoid American spellings and slang you do not use yourself.

By the Moonlighters team. Last updated 13 October 2026.

The basics

  • NZ English spelling. Colour, organise, centre, programme, licence (noun) and license (verb), cheque. Set your tools to English (New Zealand) so spell-check agrees.
  • Dates and numbers. Write dates as day, month, year (13 October 2026). Use 24 hour or am and pm consistently.
  • Currency. Say NZ$ or NZD when it could be confused, especially in ads that may be seen abroad.
  • Plain words. Short sentences and everyday vocabulary beat jargon.

Prices and GST

  • Prices advertised to consumers should be shown including GST. If you sell to businesses and quote excluding GST, say so clearly.
  • Avoid headline prices that are not what people actually pay once compulsory fees are added.
  • Check the Commerce Commission's guidance on pricing and the Fair Trading Act if you are unsure.

Te reo Māori

  • Use it correctly or not at all. Macrons change meaning and pronunciation, for example Māori, Pākehā, Ōtautahi. Check with a speaker, and make sure fonts and exports display macrons.
  • Do not use it as decoration. A greeting alone does not make an ad culturally grounded, and misused words are noticed.
  • Respect place names. Use the correct spelling of places, including macrons, and dual names where appropriate.
  • Take care with significant images and concepts. If you want to reference tikanga or taonga, work with Māori advisers or creatives.

Tone

  • Understated and specific usually reads better than hype. Say what you do and what it costs, not that you are "the best".
  • Warm and direct. Write as you would talk to a customer at the counter.
  • Use local references with care. Slang, sport or place references can charm or grate. Use what is natural to your business and customers.
  • Be careful with humour. What works in a post can misfire in a paid ad shown to strangers.

Before you publish

  1. Read the ad aloud.
  2. Check spelling, macrons, prices and dates.
  3. Check every claim can be backed up.
  4. Ask someone outside your business to read it.

See the ad copy guide for structure and length, and the brand kit guide for recording your tone.

This guide is general advice, not legal advice.

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