New research from the University of Waikato has spotlighted a pressing public health concern in New Zealand: children as young as two are routinely encountering alcohol marketing, despite existing guidelines aimed at preventing this. The systematic review, published in the Journal of the Royal Society of New Zealand, analyzed 22 studies and underscores how such exposure normalizes drinking from an early age, potentially paving the way for earlier alcohol initiation and long-term harm.

Lead researcher Associate Professor Dr. Victoria Egli from Waikato's Te Wānanga Waiora Division of Health emphasizes that repeated sightings of alcohol promotions make consumption appear as an ordinary part of life. This is particularly alarming as children return to school routines and increase screen time, amplifying encounters in everyday settings.

The study, titled Alcohol Marketing Exposure to Children in New Zealand: A Systematic Narrative Review, followed PRISMA guidelines, scouring eight major databases for evidence up to January 2024. From over 1,019 articles screened, 22 qualified for inclusion, focusing on children aged 2 to 17. Authors including Hayleigh Frost, Emily Cole, and Dr. Egli, alongside collaborators from Massey University, University of Otago, and University of Auckland, adapted a framework from ASEAN and UNICEF research to trace the pathway from marketing exposure to attitudes, behaviors, consumption, and health consequences.

This Health Research Council-funded effort is the second in a series on unhealthy commodity marketing, following a 2025 review on food, drinks, and vaping. It compiles NZ-specific data into a vital resource for policymakers, educators, and parents, highlighting the inadequacy of current measures.

At the University of Waikato, such rigorous public health investigations exemplify the institution's commitment to impactful research addressing national challenges. For those pursuing careers in health research, opportunities abound in New Zealand's vibrant academic sector. Explore research jobs or research assistant positions to contribute to similar vital work.

New Zealand children face alcohol promotions across multiple channels. Key exposures include billboards and signs near schools and playgrounds— a 2023 Alcohol Healthwatch audit revealed three-quarters of such ads are in high-traffic child areas. Public transport shelters and buses frequently feature beer brands, while supermarkets display promotions on 85% of children's visits, per earlier studies.

• Sports venues and events: Dominant beer sponsorships normalize alcohol at family outings.
• Broadcast TV: Children see ads during popular shows, despite codes.
• Digital platforms and games: Streaming services and apps evade oversight.
• Alcohol-branded merchandise and events: Subtle promotions at community gatherings.

The NZ Kids'Cam project captured children aged 11-13 exposed to 4.5 alcohol marketing instances daily, rising to 12.4 per 10 hours excluding supermarkets. These pervasive encounters underscore the need for spatial and temporal restrictions.

Alcohol marketing doesn't just appear— it shapes perceptions. The Waikato review links exposure to positive brand associations, increased intentions to drink, and earlier onset. Younger children struggle to differentiate ads from entertainment, viewing alcohol as fun or aspirational. Longitudinal data shows heavier exposure correlates with riskier future consumption patterns, exacerbating NZ's high youth binge drinking rates.

Dr. Egli notes, “Seeing alcohol advertising makes drinking seem like a normal and everyday part of life,” fostering attitudes that undermine parental messaging. For Māori and Pacific youth, disproportionately affected by alcohol harm, this marketing intensifies inequities, aligning with broader cultural contexts where community events often involve alcohol sponsorship.

Understanding this process step-by-step: First, visual cues trigger recognition; second, repeated viewing builds preference; third, social proof from ads encourages trial; fourth, early experimentation leads to habitual use. Concrete examples include beer ads during rugby matches, idolized by kids, linking alcohol to heroism.

New Zealand relies on the Advertising Standards Authority (ASA)'s Alcohol Advertising and Promotion Code, prohibiting direct appeals to under-18s or irresponsible portrayals. However, enforcement is complaint-based, industry-led, and lacks proactive monitoring. Analysis of 2017-2020 complaints deemed many "ineffective, meaningless, inequitable," with persistent breaches.

The code bans targeting children but permits incidental exposure, failing to address supermarkets or digital loopholes. Unlike tobacco's statutory bans, alcohol's voluntary system allows evasion, as seen in ongoing school-proximate ads. For detailed code provisions, see the ASA Alcohol Code.

This gap burdens parents: Dr. Egli asserts, “Parents already have a lot on their plate. It shouldn’t be their responsibility to shield children from pervasive alcohol marketing.”

Photo by Petra Reid on Unsplash

• 85% of supermarket visits expose kids to alcohol displays.
• 75% of school-area ads in child hotspots (Alcohol Healthwatch 2023).
• Children see 12+ exposures per 10-hour day across media.
• 80% public support for zero child exposure to alcohol ads (2025 survey).
• 62% favor full sponsorship bans.

These figures, drawn from the 22 reviewed studies, reveal a systemic issue. Beer dominates, comprising most sightings, amplifying normalization.

Explore public health research roles at NZ universities via NZ academic opportunities on AcademicJobs.com.

The researchers propose targeted, enforceable laws:

1. Ban within 500m of schools, kura, playgrounds.
2. Prohibit on public services (hospitals, transport, parks).
3. Regulate broadcast, digital, streaming sponsorships.
4. End sports/team/venue sponsorships.
5. Mandate health warnings on packaging.

These mirror successful models, prioritizing child protection over industry freedom. Full study details at the Journal of the Royal Society (open access).

Surveys show overwhelming support: 80% want no alcohol ads reaching kids, 68% back sponsorship curbs. With elections looming, this aligns with health equity goals, especially for vulnerable groups. Stakeholders like Public Health Communication Centre echo the urgency.

Countries like France, Norway, Russia, and Uruguay enforce total bans on TV, billboards, sponsorships, yielding drops in youth exposure and initiation. Spain's 2025 law prohibits minor-appealing ads, using under-21 actors bans. WHO's SAFER initiative advocates digital restrictions too. NZ could adapt these for culturally attuned reforms.

Waikato's leadership highlights NZ higher education's role in evidence-based advocacy. Collaborations across unis like Otago and Auckland amplify impact. Aspiring researchers can rate faculty or seek advice at Rate My Professor or higher ed career advice.

Check university jobs in NZ for public health positions.

Photo by Gaurav Kumar on Unsplash

Implementing Waikato's recommendations could disrupt harm pathways, supporting families and reducing societal costs. With robust evidence and public will, 2026 offers reform momentum. Parents, educators, and leaders: Advocate via NZ higher ed resources. For jobs in this field, visit higher ed jobs, rate my professor, and career advice.

Read the full Waikato announcement here.