New Zealand prohibits imports of goods with deceptive trademarks and foreign-made items falsely implying a New Zealand origin, such as the name of a place, trader or words that would associate the goods with New Zealand without clear indication of their actual country of origin. Certain products like footwear, clothing, and dry-cell batteries require country of origin labelling, while wool, electrical appliances, lead-containing paints, drugs, toilet items, and food must display other types of specific labeling.  All packaged goods must include metric weight.

In February 2022, New Zealand introduced country of origin labeling for certain foods, with details on the Ministry of Business, Innovation & Employment website. Grape wine must also list origin information, available through the Ministry for Primary Industries. All food must display the contact details of the supplier for consumer inquiries.

Genetically modified (GM) foods must be labeled “genetically modified” if any GM material is present, with specific exceptions. Manufacturers, importers, and sellers are responsible for required labelling. Generally, New Zealand has no marking rules for outer packing cases, except for movie film and hazardous goods.