“…social and health benefits of 'moderate' drinking [13,26,28,30,34] • focus policy debates on narrow range of harms, issues and subpopulations; i.e. binge and youth drinking; drink driving; drinking in pregnancy; certain areas of the country [24,26,32,34,36,37] Promote individualized accounts of the nature of alcohol problems [13,23,24,[26][27][28]32,34,[36][37][38][39] • consumer behaviour (misuse), not the product, is the source of harm [13,24,34,39] • it is unfair to penalize the majority for the actions of the few [24,27,28,34,38] Present alcohol and 'responsible' drinking as socially acceptable, while alcohol misuse should be socially unacceptable [22,24,26,34,36,38] Policy positions…”