Children's Commissioner John Angus has told MPs that alcohol sponsorship and advertising should be heavily restricted and phased out.
On Thursday Dr Angus presented his submission to the Justice and Electoral select committee which is considering the Alcohol Reform Bill.
The commissioner supports splitting the age at which people can buy alcohol to 20 at off-licence premises, while allowing 18-year-olds to buy liquor in controlled environments like bars.
But he wants restrictions on advertising discounted liquor to be much tougher and is supporting the Law Commission's recommendation that alcohol promotions be pared right back.
Advertising should be limited to basic product information, he says.
Dramatic action needed, trust tells MPs
Dramatic action is needed to stop heavy binge-drinking in South Auckland, including limiting bottle-shop opening hours, a charitable trust has told MPs.
Presented the Otara Health Charitable Trust's submission to the committee on Thursday, Adele Hamilton said the high proliferation of bottle shops with long opening hours and heavy price discounting is hurting the community.
Ms Hamilton says some young people are buying alcohol or getting someone else to buy it for them first thing in the morning.
They then hide in parks drinking it and never make it to school, she says.