This idea has circulated on Capitol Hill before, and it's not surprising to see it revived after a recent Treasury Department ruling that wine makers can allude to the health benefits of moderate drinking on wine labels. If marketers can suggest the benefits of moderate drinking, critics ask, why should the perils of heavy drinking not be mentioned in advertising?
This makes sense only if product advertising is the right stage for a debate over the pluses and minuses of alcohol. It is not. Other forms of communications such as paid or donated public service messages can discuss the health concerns of drinking more fully and effectively than is possible with any brief warning