Our social environment presents a high degree of permissiveness toward alcohol and, through multiple channels, a continuous bombing of alcohol-favouring messages. Besides, these communications display a clear content and a defined behavioral proposal: “if you don’t drink you don’t have a good time.” On the contrary, up to now, there has been a scarcity in frequency, resources and number of channels of health promotion interventions in this area. Additionally these interventions have certain difficulties when generating messages that meet some basic requirements: being realistic, compatible with young people experience, and supported by strong arguments. Also there is not a clear recommendation to transmit to young people about what posture they should adopt regarding alcohol consumption. On the other hand families and educational institutions have not been offered enough resources. Guidelines and clear recommendations are needed to support their formative work. For a long time the learning process has been left in hands of the street and the market. Situation is changing slowly, but more advances in the prevention area are needed. It is pointed out that a greater consensus regarding content of the messages to be transmitted to young people is needed; along with a clearer definition, on the part of the implied professionals, of how we want youth to relate with alcohol.
