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To some extent, blaming advertisers for selling products that society has been unable to control by other means is like shooting the messenger. Parents and educators should bear considerable responsibility for instilling sensible notions of behavior. But marketers of alcohol and tobacco have been so effective in making their pitch that society feels the voices must be toned down and balanced. Other states are likely to follow California's lead, multiplying the number of sophisticated challenges to commercial pitches for alcohol and cigarettes. At the same time, other alcohol producers may follow Anheuser-Busch's lead, devoting substantial resources to promoting moderation. If so, the grass-roots movement may go a long way toward achieving its goals with the help of the very producers it opposes.