This analysis reveals several important advertising trends by the U.S. beer industry, whose purported aim has been to promote "moderation" in drinking. First, the brewers' prevailing interest in promoting consumption has resulted in the use of slogans and messages that ignore the fact that certain people should not drink at all, and, in certain circumstances, that no one should drink. Second, these ads do not consistently make clear that the acts of drinking and driving should remain entirely separate. Third, several aspects of these commercials undermine whatever moderation message they may provide, in particular the use of themes and images that are similar to the beer companies' regular brand promotions. In order to present an acceptable public health message, moderation advertising must not be dominated by glamorous presentations of alcohol consumption. In short, it must be done more responsibly.