New research shows Kiwi kids are exposed to alcohol advertising more than four times a day.
The study by University of Otago and University of Auckland found children were exposed to ads in the home, licensed outlets and sports venues.
Lead researcher Tim Chambers says it affects some children more than others. He also said there are fears the reality could be worse than the results show.
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More than 100 children in the Wellington region wore cameras and GPS devices for four days as part of the study. Mr Chambers said they couldn't pick up exposure from screens so the results could be a lot higher than observed.
Māori and Pasifika children have five and three times higher rates of exposure than New Zealand European children, according to the study.