Alcohol marketing and young people: an analysis of the current debate on regulation.

The article explores the background and implications of alcohol marketing regulation. Lobbying efforts of the alcoholic beverage industry for self-regulation caused renewed interest in the value of legal limitations on alcohol advertising which already exists in some European countries. Modern advertising of alcoholic beverages focuses on brand image and targets young consumers. Studies show that alcohol advertising has an indirect effect on young people's perception about alcoholic beverages.