Vitamin and supplement giant Swisse has asked the federal government to end its direct oversight of advertising rules for Australia's $4 billion complementary medicine market in favour of a system of self-regulation.

In a submission to the federal budget process, Swisse asked to end oversight of advertising claims by the Therapeutic Goods Administration, saying its controls for pharmaceuticals were not consistent with the public health risks associated with its range of supplements and vitamin products, and that pre-market assessments are burdensome and damage competition.

Swisse brand ambassador Nicole Kidman. Credit:Getty Images

The company told Treasury a "mature" consumer protection system overseen by the Australian Competition and Consumer Commission made existing rules unnecessary, and an industry-funded self-regulation system established under the Advertising Standards Bureau would be sufficient to deal with advertising claims of complementary medicines, as well as compliance and complaints.

Swisse, which is known for its aggressive marketing and celebrity endorsements including from Nicole Kidman, Ricky Ponting, supermodel Ashley Hart and chefs George Calombaris and Karen Martini, wants Australian diplomats to have specific knowledge of its products to better market products to Asia and other markets, allowing it and other businesses to take advantage of international trade agreements.