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This study systematically reviews literature on children's exposure to alcohol marketing in New Zealand. Following PRISMA guidelines, eight databases were searched for studies involving children aged 2\u201317 years, from inception through January 2024. Out of 1019 articles screened, 22 met the inclusion criteria. These were deductively coded and analysed using a framework adapted from unhealthy food and drink advertising research, particularly the ASEAN and UNICEF (2023) diagram outlining the progression from marketing exposure to consumption and health consequences. The findings, presented as a narrative review, revealed widespread exposure of children to alcohol marketing and demonstrated its significant role in shaping attitudes and behaviours leading to alcohol consumption. This persistent exposure suggests that current self\u2010regulatory measures are inadequate. Stronger government\u2010led legislation is needed to limit alcohol marketing and disrupt the pathway from exposure to harm. 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