It's unlikely New World will be breaking anymore alcohol advertising laws anytime soon

Thirty two South Island stores are banned from selling alcohol for 48 hours from today.

It's after New World advertised Export Beer with a 26.1 percent online discount - despite the maximum allowed being 25-percent.

Massey University marketing expert Bodo Lang says with the annual cost estimate of alcohol harm at 9.1-billion dollars, retailers need to balance commercial needs with responsibility.

He says they will be eager to be seen as doing the right thing in the future, because alcohol is clearly a harmful product.