One thing parents can do is work with their teens on media literacy techniques to help them view ads critically, for example, discussing who created or paid for the ad, what the ad is targeted to do, and whether the ad shows the full range of alcohol-related consequences( i.e. does it show anything bad about alcohol) may be useful topics to start a conversation and help your teen better understand that alcohol ads communicate the advertiser’s point of view and learn how to challenge what an ad is saying.