ABSTRACT

This chapter is written from the perspective of someone who has spent 30 years in advertising (during the past 20, working on alcohol brands), from the perspective of a regulator who served 6 years on the Council of the Advertising Standards Authority (ASA) and is currently serving on the Independent Complaints Panel of the Portman Group, and from the perspective of a father of a 15-year-old boy who is learning how to drink alcohol.