Health watchdogs are calling on the Government to adopt strict new controls on alcohol advertising.

AUDIO: Banning alcohol sponsorship would affect sport

A Ministerial Forum has made recommendations including banning sponsorship from alcohol brands, and limiting other forms of advertising.

Alcohol Healthwatch acting director Christine Rogan says alcohol advertising is pervasive, and needs to stop.

Rogan says it's a bold step, and shouldn't be watered down with fear mongering about how new sponsors will be found.

"It doesn't take very much to put that in place," she says.

"We don not have to be dependent on the alcohol industry for our sport and entertainment."

She's confident it wouldn't cost us our sports or arts events.

"To their credit, the forum have recognised the importance of finding alternative advertising."

Massey University sport and exercise Professor Steve Stannard says many of our teenagers' attitudes towards alcohol are shaped by sport.

Sport is a great vehicle for advertising and what we also know, and the research shows, sport is also a great vehicle for affecting peoples behaviour as they get older," he says.