An extensive review of alcohol policy published in the Lancet concluded that: ‘Making alcohol more expensive and less available, and banning alcohol advertising, are highly cost effective strategies to reduce harm’. Unfortunately, calls to ban or restrict alcohol advertising (such as calls to increase price) have been rejected by governments in most countries. Thus, as Meier states, there is a need to provide evidence of the effects of alcohol advertising on young people in order to encourage the government to take action to reduce, or eliminate, the most harmful forms of alcohol promotion (which may, or may not, be ‘advertising’ per se)
Jones, S. C. (2011). It's not just researchers who need a new agenda. Addiction, 106 (3), 474-476.