While the consumption of alcohol is perfectly legal in most countries, the advertising of alcoholic beverages is heavily regulated, and the rules governing alcohol advertising vary widely. 

There are many common themes, however, that run throughout regulatory and self-regulatory codes world-wide, such as prohibitions on linking alcohol with sexual success, tough or daring behaviour or the success of a social event. People must not be shown drinking excessively or in circumstances where it would be unsafe or unwise to do so, such as while driving, operating machinery or in a working environment. Advertising must also not appeal to young people, or even feature them. And advertising must not focus on the strength of an alcoholic beverage. This book will help practitioners to understand how those principles have been applied in different countries of the world.