Alcohol advertising is a sensitive topic due to the societal and ethical concerns associated with the consumption of alcohol. The societal issues related to alcohol consumption like binge drinking and underage drinking make the alcohol advertisements pass through a number of scrutinizes and reviewing (Caswell, 2004). The ethical and societal concerns of alcohol consumption are closely related to the advertisements of these products and more than often, many advertisements are banned by the government or international authorities who review and allow the publishing of these advertisements. The compliance of alcohol advertisements, either in print, visual or audio media is a necessity for both the locally and internationally functioning breweries. These concerns remain high on the social and political agenda of a country because the alcohol advertisements are believed to have major effects on the consumer groups, especially the youths of a society.
The utilitarianism grounds of ethics are actively implied in the advertisements and promotions of every product and service. These ethical grounds are especially significant for consideration in case of products and services like alcohol, cigarettes, gambling etc. because of the moral, social, ethical and hazardous effects that are inherently associate with them. The advertisements of alcohol and other similar products are carefully evaluated and reviewed by considering all the possible negative implications of these on the minds of the target audience groups. The contents, messages and the images included in the print, visual or audio advertisements are reviewed so as to prevent the circulation of any kind of socially harmful and derogative viewpoint among the audience groups.