Advertising is the main component of a company's marketing strategy and is implemented to inform and persuade consumers about a particular product, service or institution. The average consumer is surrounded by hundreds of advertising messages every day. Advertisements are displayed in a variety of ways to a wide audience, found through the Internet, billboards, or even by listening to the radio. Advertisers use a combination of marketing techniques to attract consumer attention, however some of the techniques used are illegal, unethical, or both. When a company tries to promote a dangerous product, that's when restrictions are put in place. In recent years, the Canadian government's rules and regulations on tobacco advertising have become exponentially stricter, while alcohol advertising is still fully permitted across numerous media platforms. This leads us to question the difference between the two substances and whether this political notion is actually hypocritical. The stakeholders examined in the paper are viewers of advertisements, plus listeners of advertisements, especially younger audiences. Through a brief history of tobacco advertising rules and regulations, this paper will describe the ethical issues in alcoholic beverage advertising and show supporting evidence that alcoholic beverages are no less dangerous than tobacco products and, ultimately, should have the same advertising restrictions. Evidence suggests that a majority of Canadians actually support restrictions on alcohol advertising. The hypocritical idea of ​​allowing alcohol advertising, but removing all tobacco-related marketing, is being further examined. Health Promotion Practice, 12, 152S-158S. Canadian Tobacco Advertising Regulations. OMAC. Retrieved March 9, 2014, from http://www.omaccanada.ca/Sites/omac/multimedias/Ad%20Guidelines/2012/PDFs%20English/Canadian%20Tobacco%20Advertising%20Guidelines-EN-NOV2012.pdfFleming, K., Thorson , E., & Atkin, C. K. (2004). Alcohol advertising exposure and perceptions: Links to alcohol expectancies and intentions to drink or drink in underage youth and young adults. Journal of Health Communication, 9(1), 3-29.Jiang, N., & Ling, P.M. (2011). Reinforcing smoking and drinking: Alcohol-related tobacco marketing strategies in the United States. American Journal of Public Health, 101(10), 1942-1954.McKenzie, D. (2010). Alcohol advertising and alcohol consumption among young people. Basingstoke: Palgrave Macmillan.