If it is that alcohol brings about such a number if negative issues, why is it not only legal, but in some cases accepted? Although it is that we have placed a limit on what we as a society will tolerate, we still allow the use and consumption of a potentially unhealthy, dangerous, and even deadly substance when consumed at sometimes even moderate amounts. So why is it that there is even the mixed message that exists in our society?

Alcohol has become almost mainstream in our society today. It has made its way out of the local bars and pubs and is now found in an assortment of locations. Once you factor in the number of restaurants, sporting events, festival, county fairs, night clubs, hotels, casinos, the list goes on, you come to realize how accessible alcohol has become. Then adding in the convenience stores, liquor stores, package shops, and grocery stores, the places you might go to every day stand a good shot at legally selling bottles, cans, cases and even kegs of alcoholic beverages to adults.

Alcohol exists in many places throughout our advertisements today and they all help to reinforce the concept that alcohol is both acceptable and "cool". These ideas combined with accessibility can be confusing. From glitzy and sophisticated magazine advertisements to some of our funniest, and most memorable television commercials, alcohol is advertised for no other purpose than to get the product sold. We look forward to our favorite band's tour that's sponsored by a liquor label, or watching during Super Bowl halftime to see which beer commercial makes us laugh the hardest, never thinking that the promotional product could be harmful. People we look up to such as professional athletes and movie stars who affiliate themselves with alcohol either by their actions or advertisements can also send the message that alcohol is "cool."

It becomes even more evident that alcohol has become a deep rooted aspect of our society looking at some of what we consider to be just a part of life. From religious rituals incorporating alcohol, cultural traditions encouraging the drinking of alcohol, special events and holidays that are associated with drinking alcohol, down to the use of alcohol in our food to enhance flavor, our lifestyle has slowly accepted the presence of alcohol as normal. These practices help to desensitize us to the negative side of alcohol use and instead send the message that drinking alcohol can help us to fit in to our society.

With all of the ways alcohol is positively promoted, what are the messages against its use? Alcohol is prevalent, accepted, and readily acceptable and at the same time potentially illegal, unhealthy and dangerous. Simply note the number of those against alcohol and listen to their messages. People from many different points of view all share the same message against alcohol abuse and drinking and driving. Medical professional, both local and federal governments, law enforcement, schools including colleges, and organizations such as MADD all have staggering statistics to the devastating effects of alcohol use.

The ability to intervene against alcohol use and abuse effectively becomes much more difficult when considering it's integration into our society. With the messages being mixed from our media to our culture, to is hard to discern the negative side of alcohol use itself. Many individuals, especially our youth do not see the harmful, unhealthy and sometimes deadly aspects of alcohol abuse.

Mixed messages have regrettably also been a part of our own judicial system in the way it has handled alcohol-related offenses. In the past, some repeat DUI offenders have continued to have their rights to the road receiving only a light sentence. Those committing crimes while under the influence, alcohol was seen as an explanation to their behavior.

Now however, some states are becoming more reality and accountability based in regards to these offenses. Laws have been passed making it a felony when a person receives his or her 4th DUI within a ten-year period. This sentence also carries time served in prison and hefty fines of thousands of dollars.

Jail time is not the only part of the "solution" for those committing alcohol related offenses. A prisoner is offered the ability to receive help for their alcoholism and without it being taken, the person has a much higher probability in returning to their negative behaviors. Once a sentence a served, the individual who has taken advantage of treatment programs is more likely to return to society a more responsible person, stop destructives behaviors such as drinking and driving, and therefore avoiding becoming a repeat offender.

Now there are those who will say that some consumption is alright so long as the individual practices "responsible behavior", but who defines what is responsible? One person may say that posting a sign at the beach warning of a strong undertow is practicing "responsible behavior." Another might argue that the sign is not enough, and that buoys should be put in place marking the furthest distance a swimmer should go out. Simply put, many believe that a warning is not enough, that actual deterrents must be enforced to practice "responsible behavior".

If our society is more enlightened and more aware of the health hazards, fatalities, and destructive consequences of alcohol abuse and alcoholism, then why don't we practice "responsible behavior" and make alcohol less available, less advertised, less glamorized, and less "cool" while at the same time increasing the advertisements, commercials, and public service messages that emphasize healthy and safe alcohol-free activities and lifestyles?