Restricting alcohol advertisng and sponsorship is one of three 'best buys' evidence-based measures to reduce alcohol harm endorsed by the World Health Organisation.  There is strong public support for restricting alcohol advertising and sponsorship in New Zealand in the same way as is tobacco advertising and sponsorship is restricted.  Product labelling is important for branding and marketing of alcoholic beverages, but also provides a key platform for including information about risks associated with drinking, particularly the risks of drinking during pregnancy.  Research shows graphic pictorial health warnings are more effective than text warnings.