Alcohol Marketing Exposure to Children in New Zealand: A Systematic Narrative Review

Although the New Zealand Advertising Authority prohibits marketing alcohol to children, young people continue to be exposed to alcohol advertising, which is known to influence behaviour. This study systematically reviews literature on children's exposure to alcohol marketing in New Zealand. Following PRISMA guidelines, eight databases were searched for studies involving children aged 2-17 years, from inception through January 2024. Out of 1019 articles screened, 22 met the inclusion criteria. These were deductively coded and analysed using a framework adapted from unhealthy food and drink advertising research, particularly the ASEAN and UNICEF (2023) diagram outlining the progression from marketing exposure to consumption and health consequences. The findings, presented as a narrative review, revealed widespread exposure of children to alcohol marketing and demonstrated its significant role in shaping attitudes and behaviours leading to alcohol consumption. This persistent exposure suggests that current self-regulatory measures are inadequate. Stronger government-led legislation is needed to limit alcohol marketing and 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.