Upbeat advertising still allowed

Tui billboards will not be affected. Photo / Glenn Jeffrey

Tui billboards, alcohol-sponsored music festivals and sexy television advertisements depicting euphoric parties will not be affected by the Government's alcohol reform package, despite evidence that a crackdown on marketing would reduce youth drinking.

The package also rejected increasing the excise tax on alcohol, even though price rises and marketing restrictions are identified as key elements in reducing the harm from drinking.

In April, a Law Commission report recommended a three-stage response that would have eventually banned all alcohol sponsorship and restricted advertising to only objective product details.

But the Government has proposed banning only advertising that has "special appeal to minors", rather than general appeal that can still influence minors.

It is understood that this would not prevent any current promotions.

The package would also see promotions for discounts of 25 per cent or more displayed in-store only, and ban any promotion promising free booze - either by itself or on the condition of doing something to earn it.

At present, the industry is self-regulating through the Advertising Standards Authority with a voluntary code.

Justice Minister Simon Power said the system had "worked relatively well".

"What we need to do as a Government is send through the legislation a pretty clear signal that there are now some aspects of advertising that we regard as no longer acceptable."

But the Law Commission report said that advertising had a strong impact on young people, even if it did not specifically target them.

In criticising a DB Export Gold advertisement of a happy neighbourhood booze-up, the commission's report said:

"Regardless of whether the advertisement has 'special appeal' to minors, the key messages and associations that underpin that whole advertisement are strongly aspirational for young people.

"The existing system of self-regulation has failed to curb alcohol marketing that is clearly aimed at [young people]. In our view, there is an urgent and immediate need to address this issue."

In 2008, $33 million went into alcohol advertising, with four times that going into other promotions, including sponsorship.

The commission's report also noted "conclusive evidence" that higher prices reduce overall alcohol consumption and that cheap products "are most favoured by heavy, harmful and young drinkers".

The Government has also rejected providing police with the power to serve a notice of debt of $250 on drunk people they take home, into custody, or to a temporary shelter.

The police agreed, saying it would cost too much to set up, and there was no evidence that it would work.

Parliament would no longer be exempt from licensing legislation under the proposals, but police, Defence Force and Fire Service watering holes would still be exempt.

Mr Power said the Government proposals were not set in stone.

"This package is the starting point for Parliament's consideration of our alcohol laws."

Alcohol Restrictions

* Proposed Illegal to supply under 18s with alcohol without parental consent.
* Split the legal purchase age to 18-years-old for bars and 20 for off-licences.
* National trading hours of 7am-11pm for off-licences and 8am-4am for on-licences.
* Let local authorities over-ride national restrictions, within reasonable terms.
* Local authorities to grant licences based on the concentration, location and hours of alcohol outlets.
* Ready To Drink beverages to contain no more than 5 per cent alcohol.
* Dairies to meet "grocery store" definition to sell off-licence liquor.
* Define carparks and schools as "public places".
* Making it an offence to promote alcohol to people under the purchase age.
* Investigate a minimum price regime.
* Inappropriate alcohol products to be banned.

Ignored

* Reducing alcohol advertising to objective product information only.
* Banning all alcohol-related sponsorship.
* Making supermarkets keep all liquor in one place to minimise exposure.