Abstract
This paper examines use of the concept of control by policy makers, researchers, health promoters, crime preventers and therapists. It also looks at recently advocated local, ‘non-control’ measures which are pan of the public health arsenal of prevention measures. It is argued that the broadening concerns of the public health perspective may be viewed as a pan of the growth of new, more pervasive forms of social regulation and control which should be a concern for those working to reduce alcohol misuse.

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