A University of Otago study shows about two thirds of all music videos on New Zealand television show alcohol in a positive light.
The study shows that about three videos an hour show alcohol in the clips or artists themselves drinking alcohol.
The researcher, Dr Fiona Imlach Gunasekara says the Government's select committee inquiry into alcohol reform needs to consider the impact of the videos.
She's also calling for standards to restrict videos that receive funding from New Zealand on Air from portrayals of alcohol consumption.
Dr Gunasekara says New Zealand music videos showed significantly less alcohol consumption than those of overseas artists.