Companies must stop glamorising alcohol in order to reduce its harm on the community, an alcohol harm expert says.
Alcohol was found to be a factor in more than a quarter of suicides in New Zealand, according to new research from Otago University.
The research showed 26 percent of suicide deaths involved alcohol - higher than the World Health Organisation global estimate of 19 percent.
Professor Doug Sellman of the National Addiction Centre at the University of Otago, Christchurch said the research was concerning.
Initial lifting of mood provided by alcohol is short-lived, Sellman said.
"The industry continues to market this drug as a 'fun drug' when now, it's very clear to us it's actually a depressant drug and it's overall impact has such a detrimental effect on so many New Zealanders."
The government needed to act now, he said.
"In behind the scenes is big money thwarting the efforts and frightening governments into inaction on alcohol."
