Alcohol use is deeply embedded in the social culture in the Netherlands, with over three-quarters of adults consuming alcohol at some point. The Health Council advises the government to discourage and denormalize alcohol consumption due to serious health risks, such as cancer and violence. Scientists propose various strategies to reduce the attractiveness of alcohol. One effective method is a total advertising ban, as marketing and influencers stimulate consumption among young people. Additionally, there are calls for significant price differences between alcoholic and non-alcoholic beverages, for example through higher excise duties or a legal price cap for 0.0 variants. The Swedish model, where sales are restricted to strictly regulated state-owned stores with limited opening hours, is also mentioned as a possible solution to limit the accessibility of alcohol.