Public health discourse can be interpreted as a liberal rationality of rule. Within this discourse, techniques are developed in order to regulate macro- and micro-level phenomena simultaneously. Attention is drawn to the social and physical environment, thus avoiding blaming the victim. At the same time, empowered individuals are supposed to participate actively in processes that control their lives. Within this frame of reference the pioneering work in the alcohol policy field, Alcohol control policies in public health perspective (Bruun et al., 1975), is assessed. It is claimed that the report introduced a new risk discourse that, in addition to its emphasis on government controls, was likely to liberate consumers from individual and direct public control. Kettil Bruun's both liberal and restrictive views on alcohol regulation are accounted for. The author argues that the traditional distinction between general prevention and individual prevention is partly being replaced by other forms of regulation.
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