Introduction. Health, morality, and free speech
Pt. 1. The failed fight to ban alcohol advertising, 1947-1958
1. Temperance and mass society
2. The industries' regulatory response
3. Legislative battles : politics and rhetoric
Pt. 2. The battle to regulate cigarette marketing, 1960s
4. Emergence of the postwar antismoking movement
5. The warning label debate
6. The next push : restricting advertising
Pt. 3. The new temperance movement and alcohol marketing restrictions, 1970s and 1980s
7. The political, legal, and scientific context of regulation
8. Policy contests : warning labels and advertising controls
Conclusion. The elusive quest for restraints.