The so-called 'Netflix Tax' takes effect today but won't be significant to buyers, according to Consumer New Zealand.

Physical goods bought online already incur a GST charge, but the new tax will affect things like e-books, music and video downloads, and streaming services like Netflix.

Consumer New Zealand chief executive Sue Chetwin said there needs to be an even playing field on purchases, and the online sphere is a good place for the government to start.

"If some of that money was going into the government coffers and helping the tax base in New Zealand, then that can't be a bad thing."

Chetwin said some of the companies affected already have sales and discounts available.

"I guess the items that consumers will be buying like Netflix aren't hugely expensive anyway."

The introduction of the Netflix tax coincides with the 30 year anniversary of GST tax in New Zealand which is also today.