Alcohol companies often sponsor sports activities, and sports stars frequently endorse alcohol products. If these products were truly dangerous, the media would tell us. Coverage of alcohol-related problems is financially risky for media. Reports on alcoholism treat it as a personal problem, while alcohol's role in violence and chronic problems is rarely discussed. Alcoholic beverage companies promote moderation in drinking.
Moderation is defined by at least one beer company as drinking up to four drinks a day.
In addition, media dependence on alcohol advertising discourages full and open discussion of the many problems associated with alcohol. As reviewed in Human Development Notes. Purdue University Cooperative Extension Service.