Alcohol companies are just that: companies, big business in it for profit. They have no moral obligation to ensure they are not hurting or influencing negatively the youth of our nation. They cannot logically be expected to “Self-regulate” their advertising, simply because it goes against their profit not to make alcohol look like a sexy, appealing way of life in their ads. As a society, we, all of us, have the moral and ethical obligation to make laws to protect our youth from these ideas being put into our children’s heads when they innocently watch TV or read a magazine. Citizens have to make this change and make it NOW!