This paper is an attempt to present the alcohol beverage industry's view of the value and role of advertising and its relationship to consumption. The authors suggest that regulation of price and availability of alcohol can reduce mean consumption, excess mortality, and social consequences. Although government does not accept the notions of cause and effect between advertising and consumption, the industry does. Industry advocates self-regulation. However, the aggressive posture of the companies as reflected through their media campaign is in direct contrast to their testimony in public hearings. Rather than competing for shares of an existing market, the alcohol beverage companies appear to be introducing new product lines, planning for overall expansion of the older products, and targeting new markets such as heavy drinkers, women, and teenagers. The media compete vigorously for alcohol beverage advertising dollars which also fosters targeted advertisement. Ways to control the growth of alcohol consumption through advertising are suggested.
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