Kowalski & Saumon (2006) identified the missing absorption mechanism in the observed spectra of cool white dwarf stars as the Ly-alpha red wing formed by the collisions between atomic and molecular hydrogen and successfully explained entire spectra of many cool DA-type white dwarfs. Owing to the important astrophysical implications of this issue, we present here an independent assessment of the process. For this purpose, we compute free-free quasi-molecular absorption in Lyman-alpha due to collisions with H and H2 within the one-perturber, quasi-static approximation. Line cross-sections are obtained using theoretical molecular potentials to describe the interaction between the radiating atom and the perturber. The variation of the electric-dipole transition moment with the interparticle distance is also considered. Six and two allowed electric dipole transitions due to H-H and H-H2 collisions, respectively, are taken into account. The new theoretical Lyman-alpha line profiles are then incorporated in our stellar atmosphere program for the computation of synthetic spectra and colours of DA-type white dwarfs. Illustrative model atmospheres and spectral energy distributions are computed, which show that Ly-alpha broadening by atoms and molecules has a significant effect on the white dwarf atmosphere models. The inclusion of this collision-induced opacity significantly reddens spectral energy distributions and affects the broadband colour indices for model atmospheres with Teff<5000 K. These results confirm those previously obtained by Kowalski & Saumon (2006). Our study points out the need for reliable evaluations of H3 potential energy surfaces covering a large region of nuclear configurations, in order to obtain a better description of H-H2 collisions and a more accurate evaluation of their influence on the spectrum of cool white dwarfs.