 The World Health Organization's global strategy to reduce the harmful use of alcohol, gas, was endorsed in 2010 to address the negative impacts of alcohol consumption around the world. The strategy has been met with varying levels of support from different stakeholders, including governments, industry, non-governmental organizations, NGOs, and academic institutions. These groups have used different framings to shape the debate and influence the direction of policy. For example, industry has focused on individual responsibility while NGOs have advocated for universal regulations and global mobilization. The differing framings of the issue have led to divergent views on the best approach to tackling the problem of excessive drinking. This article was authored by Chiara Rinaldi, Macy Ivan Chalkwick, Matt Egan, and others.