Ch 1. Introduction 1
A. Adverse Health Effects of Alcohol 3
B. Adverse Social and Economic Effects of Alcohol 4
C. International Trends in Prevention of Alcohol-related Harms 6
D. Research Purpose and Contents 11
Ch 2. Current State of Alcohol Consumption in Korea and a Comparative Analysis of Alcohol Policy Indicators for OECD Countries 13
A.. Current State of Korea's Alcohol Consumption 15
B. Korea's Policy for the Prevention of Alcohol-related Harms 20
C. Alcohol Policies in Selected Countries 22
D. A Comparison of Alcohol Policy Indicators with Other OECD Countries 34
Ch 3. Current State of Alcohol Advertising and Marketing 51
A. A Glossary of Alcohol Advertising and Marketing 53
B. Current Levels of Exposure to Alcohol Advertising and Marketing 56
C. Current State of the Alcohol Industry in Korea 69
Ch 4. Alcohol Advertising and Marketing Regulation: Current State and Effects 73
A. Current State of the Regulation of Alcohol Advertising and Marketing 75
B. Self-Regulation of Alcohold Advertising 80
C. The Effects of Alcohol Advertising and Marketing Regulation in Selected Countries 97
Ch 5. Laws and Systems for the Prevention of Alcohol-related Harms: Current State and Suggestions for Improvement 111
A. Basic Rights and Their Limitations 113
B. Freedom of Broadcasting and Its Limitations 116
C. Regulation of Alcohol Advertising through Media 128
Ch 6. Suggestions for Improvement for Regulating Alcohol Advertising and Marketing 143
A. Policy Directions for Regulating Alcohol Advertising 145
References 157
Appendices 165
