about drinking. Young people report more positive feelings about drinking and their own likelihood to drink after viewing alcohol ads (Austin, 1994; Grube, 1994). The alcohol industry spends $2 billion per year on all media advertising (Strasburger, 1999). The beer brewing industry itself spent more than $770 million on television ads and $15 million on radio ads in 2000 (Center for Science in the Public Interest, 2002). Research clearly indicates that, in addition to parents and peers, alcohol advertising and marketing significantly affect youth decisions to drink. (The Center on Alcohol Marketing and Youth [CAMY]). "While many factors may influence an underage person's drinking decisions, including among other things parents, peers and the media, there is reason to believe that advertising also plays a role." (Federal Trade Commission, Self-Regulation in the Alcohol Industry, 1999) Parents and peers substantially affect youth decisions to drink. However, research clearly indicates that alcohol advertising and marketing also have a significant effect by influencing youth and adult expectations and attitudes, and helping to create an environment that promotes underage drinking. Even though people these days must put themselves into that situation, David H. Jernigan (2005: 314) underlines how "more than fifteen percent of twelve-year-olds will be likely to create the situation where youth are more likely per capita to see the magazine than adults over twenty-one years, the legal drinking age in the United States". Malt liquor The target market for malt liquor in the United States has been among the African-American and Hispanic populations in cities. Advertisers use themes of power and sexual dominance to appeal to customers. Critics have objected to ads targeting this segment of the population, which has disproportionately high rates of alcohol-related illness and poor access to medical care. Advertising around the world The World Health Organization (WHO) has specified that the advertising and promotion of alcohol needs to be controlled. In September 2005, the WHO Euro Region adopted a Framework for Alcohol Policy for the Region. This has 5 ethical principles which includes "All children and adolescents have the right to grow up in an environment protected from the negative consequences of alcohol consumption and, to the extent possible, from the promotion of alcoholic beverages". Cross-border television advertising within the European Union was previously regulated by the 1989 Television without Frontiers Directive, a harmonisation measure designed to remove barriers to international trade as part of the common market. Article