Join Sensitive Choice

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

How to become a partner

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

The first step is to get in touch with us, tell us about your product or service and why you think it would be a good fit for the programme. From there, we will send through the details about the programme, answer any questions you may have, and send you a copy of the Sensitive Choice application form.

Once the application form is complete the Asthma and Respiratory Foundation NZ will provide you with any relevant feedback, and then the application will be submitted to an independent Product Advisory Panel. 

Once reviewed by the panel at their bi-monthly meeting, if approved, the product or service can then become part of the programme.

Not all products are suitable for the programme, but we welcome enquiries from all types of industries. Please note that prescription pharmaceutical products, food and any products that claim a cure for asthma will not be considered. 

About the panel review process

An 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

Each application is reviewed 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 those with asthma and/or allergies will it become approved by the programme. 

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 partnership contract is negotiated.

Once part of the programme, approved products and services are able use the Sensitive Choice trademark on their packaging and promotional materials. Approved products are also supported and promoted in various ways through our marketing and communications channels, and we can provide assistance for partners upcoming campaigns. 

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 our style guide.

Any use of the trade marks that is 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, education and resources on how to understand and manage conditions
  • Training courses for nurses and community health workers


  • Homes
  • Building Products
  • Paint
  • Flooring
  • Roofing
  • 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:

Grant Steere at the Asthma and Respiratory Foundation NZ

Phone: 04 495 0092

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