“…Nevertheless, mass-media and personalized advice can raise the level of pubic awareness, provide the individual with accurate information, and, in the long run, help create social norms that discourage the use of alcohol by pregnant women. To be most effective, however, the content and form of the media campaigns and advice must be based on sound research and be designed to address the predisposing, reinforcing, and enabling factors that place certain individual and groups of women at risk (Waterson & Murray-Lyon, 1990b). Accordingly, we need to better understand the relationship between alcohol use among pregnant women and such factors as socioeconomic status, age, race, ethnicity, personality, environment, and genetics.…”