SIMON J. ROBINSON is Professor of Applied and Professional Ethics, Leeds Metropolitan University, UK. Educated at Oxford and Edinburgh Universities, Robinson became a psychiatric social worker before entering the Church of England priesthood in 1978. He entered university chaplaincy at Heriot-Watt University, and the University of Leeds, developing research and teaching in areas of applied ethics and practical theology. In 2004, he joined Leeds Metropolitan University. Books include: Agape, Moral Meaning and Pastoral Counselling; Engineering Business and Professional Ethics; Spirituality Ethics and Care.

ALEXANDRA J. KENYON is Vice President of CIRCLE an international research committee and a Chartered Marketer with background in the advertising, planning and consumer research industry for the leisure and licensed retail industry. She has has published journal articles and presented at conference on topics such as alcohol advertising, the licensed trade, Corporate Social Responsibilities and Binge Drinking.

List of Tables, Figures and Boxes	p. viii
Preface	p. x
Acknowledgements	p. xii
List of Abbreviations	p. xiii
Introduction	p. 1
History of Alcohol, Values and Legislation	p. 8
Introduction	p. 8
The beginnings - did beer bring about social cohesion?	p. 8
From the Norman Conquest to the early 1700s	p. 10
The gin epidemic - the realization of addiction	p. 13
The Beer Act 1830 and the growth of the Temperance Movement	p. 16
Changing drinking habits during the World Wars	p. 20
Conclusion	p. 22
Social Responsibilities and the Alcohol Industry	p. 23
Introduction	p. 23
A global view	p. 24
Is alcohol a burden on the world's population?	p. 26
European alcohol strategy	p. 33
Commentary on the European strategy	p. 40
Alcohol harm reduction strategy for England	p. 41
Safe, sensible and secure	p. 44
Conclusion	p. 48
Advertising and Marketing Alcohol	p. 49
Introduction	p. 49
Alcohol advertising regulations across the world	p. 50
Enforcement or self-regulation?	p. 54
Alcohol and advertising: government strategy for England and Wales	p. 59
British Code of Advertising Practice	p. 60
Alcohol advertising spend	p. 64
Sponsorship	p. 71
Government information advertisements	p. 72
Conclusion	p. 74
Appendix 3.1	p. 75
Ethics and Alcohol	p. 78
The ethics of public policy	p. 78
The stewardship model	p. 81
Critique and development	p. 85
Responsibility	p. 90
Corporate virtues	p. 92
No ordinary commodity?	p. 94
The alcohol industry and conflict of interest	p. 95
The responsibility of the alcohol industry	p. 98
Conclusion	p. 101
Young People, Social Scene and Popular Culture	p. 103
Introduction	p. 103
Europe	p. 105
Alcohol in the mind and in the body	p. 108
Communicating with young people	p. 109
Binge drinking, drinking to get drunk and extreme drinking	p. 113
Popular culture and celebrities	p. 116
Moral development	p. 117
Conclusion	p. 118
Religion and Alcohol	p. 119
Background	p. 119
Judaism and Christianity	p. 120
Later Christianity	p. 130
Islam	p. 132
Bacchus	p. 138
Conclusion	p. 138
Addiction and Ethics	p. 140
Defining alcoholism	p. 140
Responsibility	p. 147
Imputability	p. 148
Alcoholics Anonymous	p. 155
Conclusion	p. 163
Ethics and Alcohol in the Twenty-first Century	p. 165
Corporate responsibility	p. 165
Stakeholder theory, ethics and social responsibility	p. 169
The alcohol industry	p. 172
Responsibilities	p. 175
Ethics and responsibility	p. 178
Conclusion	p. 184
References	p. 186
Index	p. 198
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