Government spending on a new programme to reduce binge drinking has come under fire from local and international researchers at a meeting at parliament.

At a policy roundtable organised by the Drug Foundation, Associate Health Minister Damien O'Connor was told social marketing and education programmes do not work.

The Alcohol Liquor Advisory Council, the government, and the alcohol industry are supporting the new programme, which aims to change New Zealand's drinking culture.

Massey University Professor Sally Casswell chairs an alcohol policy advisory committee for the World Health Organisation and has reviewed research on the effectiveness of measures such as the culture change programme being funded by the government.

Casswell says evidence shows education and marketing of moderate drinking is ineffective. She says eventually politicians will have to tighten the rules for advertising liquor.

But Damien O'Connor says social marketing and education programmes shift public opinion over time.

O'Connor says that the programme's focus is on getting people to understand firstly that drunkenness is not the norm and secondly to think about how they can improve their own drinking habits.

He says it is part of a wider package of measures and critics of the programme are wasting their time.

Government officials are also considering greater restrictions on the advertising of alcohol.

O'Connor has asked an inter-agency committee to look at options for changing the way the advertising is monitored. He says the current regime is one of voluntary compliance by the alcohol industry, but it needs to be looked at because the industry is pushing the boundaries at times.

O'Connor says he expects officials to make recommendations within a few months.