“Would you like a wine with that?” A hair salon in France offers alcohol with haircuts. (Photo: Getty Images)

The government is undertaking a sector review of the hairdressing industry to address what ACT leader David Seymour views as “unnecessary” regulations.

But part of the proposal shows how alcohol is sneaking into all aspects of life, writes public health advocate Vinetta Plummer.

At first glance, the Hairdressing (Reducing Restrictions) Legislation Bill contains what seem like harmless, even appealing, ideas. Being offered a complimentary glass of wine or a beer while I get my hair done feels a little indulgent, luxurious even. After all, what harm could come from having a drink during a haircut?

On the surface, the proposal appears to be about enhancing customer experience. But when we pause and take a closer look, we can see that it’s also about shifting our social norms around alcohol usage in ways that may not be immediately apparent.

It’s about making drinking in more everyday settings feel natural, expected, even encouraged. And this bill isn’t the only one.

There are three alcohol-related bills now sitting in parliament’s biscuit tin, which, together, reveal a clear pattern. They all propose to increase the visibility and availability of alcohol in our communities.

The question we need to ask ourselves is — do we really want that?

The more alcohol becomes a standard part of everyday experiences, the more we blur the lines between regulated consumption and casual drinking. If hairdressers can serve alcohol without a licence, what will stop other service businesses from making similar claims? What about gyms or waiting rooms?

This bill represents a form of regulatory creep, bypassing the traditional liquor licensing process designed to ensure responsible alcohol service. These regulations exist for a reason — to protect both businesses and the public.

We’re already seeing this creep in other areas.

Digital marketing algorithms are targeting young people and those in lower socioeconomic communities through reels, influencers and tailored ads on social media. There is also the growth of online alcohol sales and doorstep deliveries, often operating in regulatory grey areas with minimal oversight or checks in place.

In both areas, regulation is less developed and legislation is lacking.

New Zealand is grappling with significant alcohol-related harm, from family violence to long-term health issues. We already know, from decades’ worth of evidence and public health warnings, that increasing accessibility, affordability and availability of alcohol leads to more harm, not less.

Then there’s the impact on the business owners, who may feel pressured to provide alcohol as an expected “perk” to remain competitive. But should the service industry be put in the position of managing alcohol consumption, or handling intoxicated customers? What seems like a simple offering for customer enjoyment has far-reaching implications — not just for businesses, but for society as a whole.

As mentioned, the hairdressing bill is just one of three members’ bills currently waiting to be pulled, all of which make it easier for alcohol to be sold and consumed.

The Sale and Supply of Alcohol (Participation in Licensing Decisions) Amendment Bill restricts who can object to new alcohol licences, effectively making it harder for communities to oppose liquor outlets in their neighbourhoods. This weakens local control over alcohol availability.

The Sale and Supply of Alcohol (Repeal of Licensing Trust Monopolies) Bill aims to remove the exclusive rights of licensing trusts, allowing more businesses to sell alcohol. This could lead to an increase in liquor outlets and competition-driven price drops, making alcohol more affordable and accessible.

Taken together, these proposed bills paint a picture of a government quietly aiming to remove the checks and balances designed to prevent alcohol-related harm. While each bill individually might not seem alarming, the cumulative effect could be significant.

None of this is to say that we should oppose all change. We should, however, be rigorous about the potential consequences. A free drink with your haircut sounds harmless, but it pushes alcohol further into our daily lives. When we think about our communities — the places where we spend our time — is this a shift we’re comfortable with?

If so, that’s a choice we can make, but it should be an informed one. Before changes like these become the norm, we need to have an open conversation about alcohol harm in our communities and consider where these decisions may lead us.

This bill is being framed as a minor tweak to an outdated law, but the wider implications matter. Do we want alcohol woven through our daily experiences as an expectation? Whether it’s a complimentary drink during your haircut, targeted marketing on our social media feeds, or the quick delivery of alcohol to your doorstep, the landscape is shifting.

All these point to signs of a broader trend toward normalising alcohol in ways that could be harder to regulate and easier to overlook.

Now is the time to ask questions, engage, and ensure we’re making deliberate choices about alcohol’s role in our society.

Vinetta Plummer (Te Rarawa, Ngātiwai) is a government systems and policy advisor at Healthy Families Waitākere. Her role is to help drive change across the Waitākere region through identifying systems levers, building strategic relationships and connecting the dots.

E-Tangata, 2025