Results indicate that purchase surveys are effective tools for improving age verification practices in the context of community action and media advocacy; they also contributed to changed alcohol legislation and enhanced enforcement practices. Alcohol purchase surveys were undertaken as part of two New Zealand community action projects that aimed at reducing alcohol consumption-related harm for young people. Baseline surveys in both places indicated poor age verification practices. The two followup surveys in the metropolitan area showed a decrease in sales made without age identification between 2002 and 2003. However, between 2003 and 2004 a significant increase of sales made without identification was found; reasons were identified for the increase and discussed. Regulatory staff, in three out of seven jurisdictions, increased enforcement due to the 2002 survey and followup work. Both a metropolitan sample (Auckland) and small town (Hawera) sample participated in the survey. In Auckland, a 14-percent decrease in sales of alcohol without identification was found between 2002 and 2003. In Hawera, results indicated positive changes in verification practices over time. Licensee meetings, host responsibility training, and a regional project all occurred following the surveys. The surveys have also had important indirect effects: closer monitoring and enforcement activities due to the surveys have contributed to the amendment of alcohol legislation in New Zealand. The evidence from purchase surveys of inadequate age checking, and the high level of media activity, reinforce the importance of licensing staff in monitoring and enforcement. Increased enforcement of off-license premises by regulatory staff subsequently occurred. Tables, figures, notes, references, appendix