Can Alcohol Misuse be Reduced by Banning Advertising?

This article discusses the potential effects of an advertising ban on alcohol use and misuse. It examines the premises that advertising causes alcohol misuse and that an advertising ban would reduce alcohol misuse. Two theories of how advertising affects alcohol consumption are introduced and discussed. The ‘strong’ theory claims that since misuse is assumed to be proportional to use, advertising increases alcohol consumption and therefore misuse. The ‘weak’ theory is based on the assumption that advertising is one of many social stimuli that affect human behaviour, and if removed or seen only in negative contexts would consequently reduce alcohol misuse. Facts and published research are reviewed and the article concludes that there is little support for either theory.