The study involved interviews with representatives of Federal agencies, State alcoholic beverage control agencies, alcohol trade associations and an industry-supported organization, an advertising industry organization, and the three largest national television networks. The interviews included questions about their regulations or standards for alcohol advertising and their enforcement. Using a case study approach, the investigators selected five current print and television advertisements for alcoholic beverages and asked respondents about the application of their regulations or standards to the ads, as well as their suggestions for improving the ads. The investigators also asked researchers and public interest groups who study alcohol and advertising for their opinions on current alcohol advertising practices and their specific comments about the five selected ads. The findings concerning Federal regulation are that Federal jurisdiction is fragmented among several agencies; Federal regulations do not specifically prohibit alcohol advertisements that appeal to youth; and the Bureau of Alcohol, Tobacco and Firearms' enforcement authority is limited. Regarding State regulation, States have difficulty adopting legislation to control alcohol advertising, and State regulations are limited in their application. Regarding alcohol industry controls, industry standards do not effectively restrict advertisements that appeal to youth, and the industry standards are unenforceable. Further, television network enforcement is based on negotiation with advertisers. The case study shows that regulations and standards have not deterred advertisers from using advertisements that appeal to youth. Based on a review of the findings in this report, the Office of the Inspector General developed a list of issues for consideration that could help eliminate alcohol advertisements that appeal to youth. Appended case study advertisements and responses