Related video: Up to 800 people a year face a lingering and painful death from alcohol. Credits: Video - Newshub; Image - Getty The alcohol industry has hit back at calls for greater restrictions on how its product is advertised, saying there's no evidence advertising increases consumption. Nor is it targeting people aged under the legal drinking age, says the NZ Alcohol Beverages Council (NZABC), despite Broadcasting Minister Kris Faafoi saying there's been a noticeable increase in alcohol adverts on social media this year. A number of groups - including the New Zealand Medical Association (NZMA), Alcohol Healthwatch, Hāpai te Hauora Māori Public Health and the Cancer Society want the Government to tighten legislation around alcohol marketing, saying a recent update to the advertising industry's self-imposed regulations aren't good enough.