“…Many of those who have studied alcohol health literacy have done so in the context of media literacy, and specifically in the broader framework of media education, where it is understood as applying critical thinking skills to alcohol marketing and media messages and developing the ability to identify alcohol messages, become aware of how those mes-sages may influence behavior, and deconstruct those messages with attention to the techniques used to attract attention (Austin et al, 2016;Banerjee et al, 2013;Berey, Loparco, Leeman, & Grube, 2017;Bohman et al, 2004;Chang et al, 2016;Chen, 2013;Dumbili & Henderson, 2017;Fried & Dunn, 2012;Gordon et al, 2016;Hall, Lindsay, & West, 2011;Kheokao, Kirkgulthorn, Yingrengreung, & Singhprapai, 2013;Radanielina Hita et al, 2018). Common to the Australian media literacy program (Gordon et al, 2016) and the U.S.-based program ALC (DeBenedittis, 2011) is the aim of demonstrating to young people how marketing is designed to produce positive beliefs about the benefits of drinking associated with sociability, independence, masculinity, and attractiveness.…”