title: The marketing of responsible drinking: competing voices and interests.
abstract: OBJECTIVE
  This paper contrasts health-oriented low-risk drinking guidelines (LRDGs) with social drinking marketing and popular advice on the amount of alcohol to be provided for social occasions. The questions addressed include:What is the underlying evidence base and rationale for health-oriented versus socially oriented drinking guidelines?What are the recommended amounts of alcohol per person from the LRDGs and from popular advice?
  
  
  METHODS
  This paper draws on existing research, archival data, websites, print media and key informant interviews. The focus is on recent information on LRDGs and social drinking indicators in Canada, the USA, Australia and the UK.
  
  
  RESULTS
  There is extensive epidemiological research indicating the associations between drinking pattern and risk for chronic disease and trauma as well as certain potential health benefits from drinking small amounts regularly. This body of evidence is one resource for government or medically sanctioned LRDGs in many jurisdictions. In contrast, for those planning social events where liquor is served, information is available from the hospitality industry, retailers and liquor control boards.While some overlap exists between these two sources of information, in some contexts normative recommendations support drinking at potentially dangerous levels.
  
  
  CONCLUSIONS
  The inconsistency among the different guidelines highlights one of the challenges of conveying health information on a drug that is integrated into social life and used extensively. It also reflects a siloed approach to alcohol policy—where retailing and harm reduction practices are managed by different sectors of government that seldom reflect a coordinated response.
authors.affiliation: Centre for Addiction and Mental Health, 33 Russell Street, Toronto, Ontario, Canada. ashley_wettlaufer@camh.net
authors.forename: Ashley
authors.initials: A
authors.lastname: Wettlaufer
authors.forename: Samantha
authors.initials: S
authors.lastname: Cukier
authors.forename: Norman
authors.initials: N
authors.lastname: Giesbrecht
authors.forename: Thomas K
authors.initials: TK
authors.lastname: Greenfield
mesh_terms: D000428:Alcohol Drinking / Q000009:adverse effects / Q000453:epidemiology*; D019973:Alcohol-Related Disorders / Q000517:prevention & control*; D000434:Alcoholic Beverages / Q000191:economics; D005260:Female; D017408:Guidelines as Topic; D006291:Health Policy; D006801:Humans; D007221:Industry / Q000379:methods; D008297:Male; D040541:Marketing / Q000379:methods*; D010865:Pilot Projects; D012919:Social Behavior