Family First is welcoming a commitment from TVNZ to remove alcohol advertising during family movies.

The move follows a complaint by a mother about an advertisement for rum shown during a TV2 family movie, Monsters Inc.

The lobby group's director, Bob McCoskrie, hopes TVNZ's voluntary decision will set a family-friendly precedent.

He says ultimately, all he's ever asked for is for more sensitivity as to who's actually watching, and when.

Mr McCoskrie says it's now time for TV channels to show the same restraint with their promos of adult programmes.

- NEWSTALK ZB