News release

From: University of Waikato

Study calls for tougher laws to protect children from alcohol advertising

16 February 2026 - Researchers from the University of Waikato are calling for stronger Government-led laws to reduce children’s exposure to alcohol marketing and prevent harm.

A new study published in the Journal of the Royal Society of New Zealand shows that alcohol advertising is influencing how children think about alcohol, increasing the likelihood they will start drinking earlier.

Lead researcher Dr Victoria Egli, Associate Professor from Waikato’s Te Wānanga Waiora Division of Health says the evidence is clear: repeated exposure to alcohol advertising shapes young people’s attitudes and normalises drinking.

“Seeing alcohol advertising makes drinking seem like a normal and everyday part of life,” Dr Egli says.

“With children back at school and spending increasing time on devices, they’re being exposed to alcohol advertising more often – in their neighbourhoods near schools and playgrounds, and on public transport. They’re also exposed at sporting venues, on broadcast television and across digital platforms and games.”

With 2026 an election year, Dr Egli says there is a clear opportunity for the Government to strengthen protections for children’s health.

The research team are calling for a ban on alcohol advertising within 500 metres of schools, the removal of alcohol advertising from public services (including public transport networks) stronger regulation of digital marketing and sponsorship (including on streaming services), tighter controls around alcohol-branded events and mandatory, enforceable legislation.

The current self-regulation system, led by New Zealand’s Advertising Standards Authority – where the alcohol industry largely oversees its own advertising rules – is not strong enough to protect children, she says.

A 2023 study by Alcohol Healthwatch found that three-quarters of alcohol advertisements near schools were located in places where children regularly pass and gather.

The researchers reviewed all available New Zealand research on how children aged 2–17 are exposed to alcohol marketing. Eight major databases were searched, covering studies published up until January 2024. Of more than 1000 articles screened, 22 met the criteria and were included in the review.

Alongside Dr Egli were University of Waikato research assistants Hayleigh Frost and Emily Cole, alongside researchers from Massey University, the University of Otago and the University of Auckland.

The group was funded by the Health Research Council to complete a systematic review examining how children in New Zealand are exposed to marketing of unhealthy commodities including alcohol, unhealthy food and drink, and vaping products. This is the second review undertaken; the first was published in 2025.

This review brings together all available New Zealand evidence in one place, providing policymakers, schools, community leaders and parents with a clear and robust evidence base.

Researchers stress that protecting children from alcohol marketing should not fall on parents alone.

“Parents already have a lot on their plate. It shouldn’t be their responsibility to shield children from pervasive alcohol marketing,” Dr Egli says.

“The Government has the ability to put strong, enforceable rules in place that protect children and support families.”