Join Sensitive Choice

Have a product or service that is asthma and allergy friendly? Apply to join the Sensitive Choice programme

If you have a product or service that has a potential benefit (and is not harmful) for people with asthma and/or allergies, you may consider applying to participate in the Sensitive Choice programme.

How to become a partner

If a manufacturer of a product or a supplier of a service believes that their product or service has a benefit for people with asthma and allergies, they may apply to participate in the Sensitive Choice programme.

Not every product is suitable therefore every product that applies is assessed by the independent Product Advisory Panel.

We welcome enquiries from all types of industries, although please note that prescription pharmaceutical products, food and any products that claim a cure for asthma will not be considered.

Panel review process

Independent and voluntary panel of experts form the Sensitive Choice Product Advisory Panel.

The Product Advisory Panel include:

  • a respiratory physician
  • an allergist
  • a general practitioner
  • a pharmacist
  • an industrial chemist
  • an engineer.

Information is provided to the Panel on request, by representatives of the Asthma and Respiratory Foundation NZ and the National Asthma Council Australia. 
Each application is reviewed, read and discussed rigorously by the Product Advisory Panel. Only when each member of the panel is satisfied that the product may be of benefit to people with the condition will it become a member of the programme. Applicants are not able to meet any Panel members or discuss their application directly with the Panel.
In addition, prospective applicants should note:

  1. Applicants must be able to demonstrate that their product or service is not harmful and that there is research or evidence to demonstrate a potential benefit for people with asthma and/or allergies.
  2. Exclusive sponsorship categories may be available and this may sometimes prevent the admission of products that would otherwise be acceptable.
  3. Participation in the Sensitive Choice® programme does not represent that the product or service is the best or better than others in a category, simply that the product is acceptable and not harmful based on the evidence available.

What happens if my product is accepted?

If a product is accepted by the Product Advisory Panel, a marketing contract is negotiated.

Participation in the Sensitive Choice® programme indicates that the products or services have been assessed and considered as a sensitive choice for people with asthma and allergies based on the evidence provided.
If the manufacturer of a non-participating product establishes scientific evidence, that their product has greater benefit for people with asthma and allergies than a product which is currently part of the Sensitive Choice® programme, we will consider whether to terminate or renegotiate its existing Participation and Sponsorship Agreement in that category.

Using the Sensitive Choice® trade marks

The Sensitive Choice logos and the words Sensitive Choice are trade marks. These trade marks are licensed to partners to use in accordance with their licence agreement and the style guide.

Any use of the trade marks not approved (including copying logos from our website (or a partner’s website), or even saying in text that a product is Sensitive Choice approved) may constitute an infringement of our intellectual property rights and we may seek legal remedies.

Promotion of the Sensitive Choice® symbol

Advertising and promotional programmes are run annually to support consumer recognition of the butterfly trademark.

How does the Foundation use the fees of the programme?

The Foundation has been helping New Zealanders breathe easier for over 50 years. Here are some of the activities made possible by Sensitive Choice® and its partners:

  • Research into asthma and other respiratory conditions 
  • Advocacy for people with asthma and respiratory illnesses
  • Information and education  on how to understand and manage conditions
  • Resources for educators
  • Training courses for nurses and community health workers


  • Homes
  • Building Products
  • Paint
  • Flooring
  • Air/ climate control
  • Air conditioning
  • Heating
  • Air Purifiers
  • Cleaning – products or services
  • Washing Machines
  • Vacuum Cleaners
  • Baby
  • Skin Care
  • Bedding

We are working to expand the categories currently on offer so please do not hesitate to contact us with new ideas.

To learn more about the programme or to discuss whether your product or service may be suitable, please contact:

Taniya Scott at the Asthma and Respiratory Foundation NZ

Phone: 04 495 0099

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