The Government has announced a review of regulations surrounding alcohol advertising.
It follows ongoing concerns about the impact on young people.
Associate Health Minister Damien O'Connor said research showed a connection between advertising and the beliefs and behaviours of young people.
The review will look at the large amount of
sports sponsorship by the liquor industry.
An American survey of young people aged 15 to 26, released this month, found that for each additional alcohol advertisement viewed per month, there was a 1 per cent rise in the average number of drinks consumed.
The Drug Foundation welcomed the announcement and said the self-regulatory regime had to end.
"Alcohol companies and advertisers cannot be called responsible when they allow themselves to advertise alcohol on television from 8.30pm, when over 25 per cent of 10-17-year-olds are watching," said foundation executive director Ross Bell.
The Green Party has long advocated an end to alcohol advertising.
Its Green Party Associate Health Spokesperson Metiria Turei said: "If New Zealand is serious about addressing the issues such as binge and underage drinking, then we must critically examine the role of how alcohol advertising encourages our drinking culture."Any attempt to change drinking habits must be aimed at adults as well as young people."
Mrs Turei added: "Certainly more than the alcohol and advertising industries should be involved, as they have an investment in the status quo.
"Critically, its important that this doesn't turn into yet another youth-bashing exercise. Yes, the role of advertising on youth drinking is a central issue, but culture change must be directed beyond young people to include adults who are the role models for this behaviour."
In November last year, Labour MP Martin Gallagher put forward a Bill which would restrict the broadcasting of liquor advertising before 10pm.
While the bill is mainly aimed at raising the legal drinking age to 20, it also seeks to extend the jurisdiction of the Broadcasting Standards Authority to include broadcast liquor advertising issues, wresting them from industry body the Advertising Standards Authority.
Parliament's law and order select committee is currently considering the Sale of Liquor (Youth Alcohol Harm Reduction) Amendment Bill.
- NEWSTALK ZB, NZPA, HERALD STAFF
