Australia is heading towards round-the-clock advertising of alcohol on TV and a drinking research body is urging the Abbott government to intervene.
The body representing free-to-air broadcasters wants to amend current restrictions to allow alcohol ads to be aired an hour earlier, from 7.30pm.
Free TV Australia also wants to be able to show alcohol ads during pre-recorded or delayed sports broadcasts, in addition to anytime during live sports events.
"So with their ambitions we would expect to see alcohol advertising 24/7 ... Frankly, when isn't there sport on TV these days?" Foundation for Alcohol Research and Education chief executive Michael Thorn told AAP on Thursday.
"We don't want more kids exposed to alcohol advertising than already are."
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Mr Thorn is calling on Communications Minister Malcolm Turnbull to rule out any change to the existing restrictions.
He spoke at the launch of FARE's Annual Alcohol Poll 2015, which found 63 per cent of Australians support a total ban on alcohol ads on TV before 8.30pm.
The poll of 1830 people also showed strong support (81 per cent) for 3am or earlier mandatory pub closing times, in line with central Sydney's recently imposed 1.30am lock-out and 3am last drink laws.
Mr Thorn said this showed Australians wanted alcohol restrictions to be tightened rather than relaxed.
"In too many politicians' minds there is this fear that they are going to be punished for intervening into an area where they think it is part of the Australian identity," he said.
"People were fed up with the violence, the social disruption, fixing the vandalism, all those sorts of things ... and when governments are decisive about it, and do something, that they get strong community support."
Queensland's new government has signalled it intends to follow NSW's lead on tougher alcohol laws.
Alcohol poll key findings:
* 34 per cent drink to get drunk
* 48 per cent support higher alcohol taxes
* 70 per cent want alcohol industry to pay more to reduce harms
* 71 per cent felt the nation's drinking problem would not improve soon
* 74 per cent know pregnant women should avoid alcohol
* 75 per cent believe the nation has a problem with excess drinking.
(Source: FARE)
