The promotion of alcohol appears to be problematic due to its effects and advertisements, which will be presented at the beginning of this thesis. Thus, in the following the legal situation and the statuory provisions will be discussed, including prohibitions and limitations for the permitted alcohol advertising, that can be found in the laws of television and radio. As there are besides legal regulations also self-restraint rules for the alcohol advertising in Austria, the present thesis delivers also deeper insights into the Austrian “Werberat”, after a short prescription of the self-restraining system and its advantages. As an independent evaluation institution the main task lies in the decision of advertising campaigns rejected by customers. Beside other tasks of this institution there will be also a special focus on the complaints and decisions with regard to the complaints of the reason alcohol and its relevance in recent years. Additionally, also the usage and the acknowledgment of costumers and advertisers will be discussed. Since the alcohol advertising seems critical, as its focusing on children and adolescents which are also involved in the rules of alcohol advertising, this issue will also be addressed.