A link between advertising and alcohol consumption is intuitively compelling but hasn't been consistently supported by research. Because alcohol advertising is pervasive, econometric studies may not be sensitive to change or assess in a range where change actually makes a difference. In dealing with advertising, partial bans aren't likely to be effective, and total bans aren't practical. Advertising bans in one medium also are weakened by substitution of increased advertising in alternative media and/ or other promotions.