The broadness of sources used leads to a less detailed analysis than a case study, but more comprehensive assessment of the factors involved in the issue. Results

Free trade agreements and their direct effects can be definitively linked to increased alcohol consumption, and public health concerns generally figure very little in trade policy agreements, while alcohol industry lobbying is a prominent factor in promoting change. Alcohol control measures are the only effective recourse to this situation, and are antithetical to the notions of free trade as promoted by the alcohol industry. Again, these results are somewhat obvious, though they do point out the specific ethical considerations of international marketing and potential practical barriers...

He also demands industry reform in the way of greater ethical responsibility on the part of industry, specifically the alcohol industry. A heavier emphasis on the responsibility of business entities is observable than that which the author suggests for social policy makers and governmental agencies, suggesting a strong bias that could nevertheless be reflective of growing international trends. This could present serious barriers to international marketing and trade when issues of public health are tangential to a product.