The regulation of alcohol advertising is a highly sensitive and hotly debated area of public policy. While there is pressure from many quarters for further regulation, the alcohol and advertising industries are striving to show authorities that the sector can police itself through self-regulation. This massive 76-page management briefing examines how the debate regarding the regulation and self-regulation of alcohol advertising is being conducted in Europe as a whole, and presents a country-by-country analysis of the legislative and self-regulatory measures in place in each member state.