The addictions authority on Friday called on consumers to “rethink their relationship with alcohol”.

The call was made as part of alcohol awareness week, which the authority launched this year with the theme of “redefining alcohol”.

The authority said that with regard to responsibly consuming alcohol, “individual choices are important, but not enough”.

“A supportive environment is needed, shaped by strong will in policy-making, strong regulations and collective community action to protect everyone,” they said.

They added that “change in understanding of alcohol and its effects is needed, as real and sustainable change is driven by policies that limit alcohol availability, advertising, and affordability”.