Kia ora koutou
Ngā mihi o te tau hou/Happy New Year! I hope you’ve had a relaxing and restful break and look forward to working with you in what promises to be another busy year ahead.
In today’s Pānui we’re sharing new researchopen_in_new that offers a valuable window into how New Zealanders’ views on offensive language in broadcasting are shifting – and what that means for audiences, broadcasters and the standards system.
Every few years we check in with the public to understand where community expectations sit. This latest update shows tolerance for strong or potentially offensive language has fallen noticeably since our last survey in 2021, partly reversing the long-term trend of softening attitudes.
The findings underline something many of you may recognise from your own experience. While regular ‘swear words’ may raise fewer eyebrows than they once did, New Zealanders increasingly object to expressions grounded in racism, misogyny, or denigration of particular groups.
Racial slurs still sit firmly at the top of the “least acceptable” list, and some terms – including the C-word, prominent in recent public debates and political contexts – have seen sharp increases in unacceptability.
The research also shows how context shapes audience expectations. People are more sensitive to offensive language in formats where the host or presenter is speaking directly to the audience, and in programmes broadcast before the 8.30pm watershed, when children are more likely to be watching or listening. Tolerance is higher in scripted entertainment or comedy, though still very dependent on the time and nature of the programme.
These insights help the BSA ensure our decisions continue to reflect community standards, and they support broadcasters in making appropriate use of language, along with classifications and audience advisoriesopen_in_new. They also serve as an important reminder that attitudes evolve and our standards system must be responsive to those shifts while continuing to support freedom of expression.
The research explores audience responses to 31 terms across 12 broadcasting contexts, providing a detailed and up‑to‑date resource for broadcasters, policymakers, and anyone interested in how New Zealanders navigate issues about harm, identity, and expression on our screens and airwaves.
You can see our media release, with a summary of key trends, demographic insights and a link to the full research report, on our website hereopen_in_new.
Ngā mihi mahana
Stacey Wood
Chief Executive
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