A women's group has struck out at a change in advertising codes it says will lead to more sexist beer commercials on television.
The director of the Women's Health Action Trust said the Advertising Standards Authority had cut guidelines which prevented alcohol adverts from depicting "unduly masculine themes or portray unrealistic behaviour".
But the Advertising Standards Agency said a flood of alcohol advertisements which were derogatory towards women was very unlikely.
Following a review late last year of the Code for Advertising Liquor, the ASA removed the requirement that alcohol advertisements "shall not depict unduly masculine themes or portray unrealistic behaviour".
Director of Women's Health Action Trust, Maree Pierce, said they were "stunned" the ASA would chose to weaken its rules at a time when New Zealand communities "have made such a strong call for more rigorous control of alcohol advertising and its content".