Abstract:
The Alcohol Advisory Council of New Zealand (ALAC) stated that over recent years there has been an increase in consumption rates of alcohol and drinking to excess
among the general population, and heavy episodic drinking among young people.1
Further, ALAC argues that New Zealanders accept ‘drunkenness’ as socially responsible and that New Zealand has a drinking culture that accepts high per-occasion consumption (binge drinking) as normal. It is recognised that the damage caused from the misuse of
alcohol can be considerable; for example the World Health Organisation states that harmful drinking is among the underlying causes of many problems including disease,
violence, injury, premature deaths, disability, and social problems. It is estimated the social costs in annual terms of alcohol misuse in New Zealand is between $1 billion to
$4 billion. Prima facie the evidence is alarming that the misuse of alcohol is a major problem in New Zealand. The solutions to combating the problem are complex and the
leading body in the prevention of harm caused by the misuse of alcohol, ALAC, has stated that a combination of strategies and intervention will be the most effective way to reduce harm. It is further recognised that there are a myriad of factors that influence the consumption of alcohol and evidence exists that connects excessive alcohol
consumption with the advertising and promotion of liquor. Restrictions on the advertising and promotion of liquor are seen as a factor that results in achieving the reduction of excess consumption of liquor.
