The Alcohol Regulation and Licensing Authority has ordered a 48-hour suspension of 32 New World supermarkets' licences to sell alcohol in the South Island. File picture. Photo: 123rf.com

More than 30 of New World supermarkets throughout the South Island will have their off-licenses suspended for 48 hours for breaching online alcohol advertising rules.

The Alcohol Regulation and Licensing Authority (ARLA) released its reserved decision on Friday, ordering a 48-hour suspension of 32 supermarkets' licences to sell alcohol in the South Island.

Police inspector Ian Paulin sought the suspension of liquor licences for a total 35 New World stores for an alleged violation of The Sale and Supply of Alcohol Act earlier this year.

The breaches relate to the online promotion of DB Export Gold and Ultra Low Carb products on 9 January, that was advertised at a 26.1 percent mark down for club card owners.

Under Section 237 1B of the Act, the promotion of discounts of alcohol products of more than 25 percent is prohibited, unless on licensed premises.

A two-day hearing in front of the Alcohol Regulatory and Licensing Authority was held in the Christchurch District Court last month.

In its decision, the authority found 32 of the stores in breach, suspending their off-licences for 48 hours - most of which will begin at 7am on Tuesday 8 October.

In a statement, police said it was "clear, fair and transparent" throughout the process.

"[Police] previously warned the chain for the same breach including advertising a 50 percent discount, double the allowed 25 percent.

"Police are dedicated to seeing less alcohol-related harm in our communities, and ensuring licence holders are responsibly selling alcohol is key."

Further in its statement, police said 84 percent of all alcohol consumed in New Zealand was purchased at an off-licence, and consumed in public places or homes without the controls of an on-licence premises, such as a bar or tavern.

"Despite only having 10 percent of all the off-licenses in the country, supermarkets sell 31 percent of all alcohol consumed.

"Selling that volume of alcohol comes with certain obligations, one of which is to ensure the responsible advertising of alcohol.

"Cheap alcohol is more likely to be purchased by those that experience the most harm from alcohol, including heavy drinkers, young people, and Māori and Pasifika.

"It is our responsibility to help minimise that harm, and ensuring compliance with licensing regulations is one of the ways we do this."

There is a total of 40 New World stores throughout the South Island.