Report of the Steering Group for the Review of the Regulation of Alcohol Advertising
March 2007




In May 2006, the Government initiated a review of the current self-regulatory framework for alcohol advertising in New Zealand, acting on a recommendation from the Health Select Committee. The goal of the review was to assess whether or not the current regulatory framework for alcohol advertising is in harmony with the aims of the Government in regard to alcohol policy, and if not, what must be done to achieve this. A Steering Group was established to oversee the review.

Over the course of ten months, the Steering Group considered a broad range of New Zealand and international research evidence and other information about alcohol advertising and its regulation, including consultation feedback from over 250 submissions.

The Steering Group concluded that alcohol advertising plays a role in shaping the culture of drinking in New Zealand. It reflects and amplifies drinking practices in the context of a country’s social, economic and cultural history. The research evidence considered by the Steering Group suggested a small but significant association between the level of exposure toalcohol advertising and alcohol consumption. Steering Group noted that the research examining the link between exposure to alcohol advertising and alcohol consumption is complex and will continue to be contested for various reasons.

. . . . After considerable debate, the Steering Group concluded that a move to co-regulation or full government regulation of alcohol advertising through a statutory body is not warranted at this time, and that the improvements needed could potentially be implemented within a system based on self-regulation. . . . .

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