“…Alcohol abstinence during (and before) pregnancy is now advocated, and officially promoted in many countries’ public health policies on this basis. A body of work published from the late 1990s onwards has provided a critical engagement with this development (Armstrong, 1998 , 2003 ; Bell, McNaughton, & Salmon, 2009 ; Golden, 1999 , 2005 ; Lee, 2014 ; Leppo, Hecksher, & Tryggvesson, 2014 ; Lowe & Lee, 2010 ; Lupton, 2012 , 2014 ; Murphy, Sutton, Douglas, & McClellan, 2011 ; Potter, 2012 ; Ruhl, 1999 ; Sutton, Douglas, & McClellan, 2011 ).…”