2026 Royal Society of New Zealand
Hayleigh Frost1,2 | Lisa Te Morenga2 | Sally Mackay 3 | Christina McKerchar4 | Emily Cole 1 | Victoria Egli 11 Division of Health, The University of Waikato, Hamilton, New Zealand | 2 Research Centre for Hauora and Health, Massey University, Wellington, New Zealand | 3 School of Population Health, Faculty of Medical and Health Sciences, The University of Auckland, Auckland, New Zealand | 4 Department of Population Health, The University of Otago, Christchurch, New Zealand
Abstract
Although the New Zealand Advertising Authority prohibits marketing alcohol to children, young people continue to be exposed toalcohol advertising, which is known to influence behaviour. This study systematically reviews literature on children’s exposure toalcohol marketing in New Zealand. Following PRISMA guidelines, eight databases were searched for studies involving childrenaged 2–17 years, from inception through January 2024. Out of 1019 articles screened, 22 met the inclusion criteria. These weredeductively coded and analysed using a framework adapted from unhealthy food and drink advertising research, particularly theASEAN and UNICEF (2023) diagram outlining the progression from marketing exposure to consumption and health consequen-ces. The findings, presented as a narrative review, revealed widespread exposure of children to alcohol marketing and demon-strated its significant role in shaping attitudes and behaviours leading to alcohol consumption. This persistent exposure suggeststhat current self-regulatory measures are inadequate. Stronger government-led legislation is needed to limit alcohol marketingand disrupt the pathway from exposure to harm. Protecting children from alcohol marketing is critical to improving their long-term health outcomes and reducing the burden of alcohol-related harm in New Zealand.
Key Points
- •Alcohol marketing needs to be restricted to reduce alcohol harm
- •Further alcohol marketing restrictions need to be imposed in the places children visit most often inclusive of sporting environments and the digital environment
- •Health-promoting environments free from alcohol marketing is needed to foster children’s growth and development.