If we take a pure philosophic approach to the problem of human control over the liquor amount he or she drinks, we come to an important issue of the free will. What’s more, the will is hereby understood as a part of moral self-perception. Something that helps human become a person. Certainly, any freedom is philosophically comparative. It’s limited by circumstances, for example. In this case, opinions clash with real life, an individual’s moral norms can contradict a public opinion, and sweet dreams face the harsh reality of their realization. The absolute freedom is always a dream. The social control is the prototype of the internal one, as a rule. The question can be put as frankly as possible. Sometimes, they say, if you really want it, you may do it. While on this subject, I can quote a key part from Feodor Dostoevsky’s Notes from the Underground: “And how do these wiseacres know that man wants a normal, a virtuous choice? What has made them conceive that man must want a rationally advantageous choice? What man wants is simply INDEPENDENT choice, whatever that independence may cost and wherever it may lead. And choice, of course, the devil only knows what choice”. Getting back to our topic of the alcohol addiction, we can’t call the desire to intoxicate oneself virtuous. From the viewpoint of the common sense, it’s doubtful to estimate it as beneficial. But these arguments of the external estimation don’t abolish the desire. What can we set against it? Philosophically, such traditional things as persuasion by word or by example come to mind. In the point of fact matter, these means follow the marketing strategy principles. For example, showing real advantages of healthy lifestyle, reminding of the harm an addict makes to people around him or her, etc. But then, as a rule, one shall be ready to the answer I read in the same Notes from the Underground: “I want peace; yes, I’d sell the whole world for a farthing, straight off, so long as I was left in peace. Is the world to go to pot, or am I to go without my tea? I say that the world may go to pot for me so long as I always get my tea”. Actually, we speak about vodka, not tea, but the sense is nearly the same.