Don't call time on television liquor ads, say advertisers

Davina and Brucetta infiltrated the women-only Mangatainoka brewery in this television ad for Tui.

An industry group for advertisers says banning television alcohol ads before 10pm would be a "draconian" step.

Television alcohol advertising was already in decline, Jeremy Irwin, representing the Association of New Zealand Advertisers, told MPs considering legislation that would raise the drinking age from 18 to 20 and tighten the advertising rules.

The association, which represented the nine largest alcohol advertisers in New Zealand, believed raising the drinking age would not make much difference to the amount drunk.

But it did not believe the time ads could be shown on television should be changed. Such advertising was more about raising brand awareness of new products, or persuading people to switch their brand.

"If it became 10pm, that would be much more draconian," Mr Irwin said yesterday.

He said television advertising was already declining as alcohol companies focused more on new media.

Parliament's law and order select committee has been holding public hearings into the Sale of Liquor Amendment Bill for several months.

- NZPA