Both industries realize their products and promotional techniques are legal and believe advertising is not responsible for the use of their products by children and adolescents. Nonetheless, the onset of substance use typically occurs during adolescence, and the initial use of alcohol, tobacco, and other drugs tends to be confined to social situations. Studies of adolescent alcohol and tobacco use focus on psychological factors, social influences, and self-image and personality factors. These studies show that socially learned behavior is highly complex and multiply determined; public health advocates stress this issue in explaining the relation between advertising and adolescent alcohol and tobacco consumption. There is no scientific evidence of direct causal links between alcohol and cigarette ads and adolescent consumption, but public health advocates strongly believe such links exist. Several recommendations are made for dealing with the problem of adolescent substance use: (1) children and adolescents should not be the direct targets of alcohol and tobacco advertising; (2) all influences on adolescent alcohol and tobacco use should be examined, including family and peer influences; and (3) corporations should change their advertising policies in a manner consistent with their profit goals and social responsibilities. 69 references.