Parents who drink too much can have a disastrous impact on their children, from neglecting basic needs to causing life-long physical harm, says Children's Commissioner John Angus.
He welcomed the Alcohol Liquor Advisory Council's new advertising campaign "Ease up on the drink", which started screening on television last night and depicted a father who drank to excess and was then unable to spend time with his son the following day.
"It's easy to think the only way young people are harmed by alcohol is by getting drunk and causing mayhem on Courtenay Place (Wellington) or other drinking spots.
But the impact of alcohol on children and young people is a lot more pervasive and complex than that," Mr Angus said.
"Parents' alcohol abuse can lead to physical abuse, sexual abuse and a failure to keep children safe from harm. It can cause permanent scars on a child's life, and sadly in some cases, it can have a lethal impact."
He cited New Zealand Fire Service research which found that alcohol was a direct or indirect factor in nearly half (44%) of residential fire deaths between 1997 and 2003.
"Some of those who died were innocent children, at the mercy of caregivers in the house who had been drinking prior to the fire."
Family violence was also associated with alcohol abuse.
A 2001 survey found that 30% of victims of intimate partner abuse thought their partner was affected by alcohol or drugs during the incident.
"Again, innocent children were likely to have witnessed or been subject to violence in these cases."
But there were more subtle ways in which alcohol affected children, Mr Angus said.
"As seen in the Alac advert... a father who is unable to go to his child's football game because he has a hangover is neglecting the fundamental emotional needs of that child."
While he applauded the Alac message, Mr Angus said he would like to see more done to make parents accountable for their alcohol abuse.
"I want to see more emphasis on treatment options for parents with alcohol problems and increased penalties for serious breaches of the liquor laws where there has been an impact on children."