Its not lame, its the main point!! The government is being very selective with its social engineering. There is a large group of people with an anti-smoking sentiment, so the government trys to make it look like they're trying to stop people by not having cigarettes on display, graphic pictures on the box, strict limits on advertising, higher prices/more tax etc. Really, they don't want anyone to give up smoking because the amount of revenue it brings in is HUGE!
Now compare this with alcohol. The anti-alcohol brigade is a very small minority, and the majority of kiwi's have some sort of drinking culture, from a single beer after work on Friday to those who's lives revolve around getting plastered several times a week. Aside from the anti-drink driving campaign, the government does very little to discourage this, there are a few ad's on tv, but in comparison to smoking/cigarettes there is few restrictions on how you are allowed to sell and promote alcohol.
Which is worse is a whole other debate, but really, why should one 'social evil' be so heavily restricted when the other is free to do as it pleases?