Media literacy is used in educational programs with idea to prepare parents and children to make conscious choices about how to balance media use and to learn them how to analyse media experiences. Advocates of media literacy believe that knowledge on the strategies used in alcohol advertisements take away harmful effects of alcohol advertisement.

The body of research conducted on the effects of media literacy on drinking behaviour is small but growing.

Studies on the effect of media literacy are:
Epstein, J.A. & Botvin, G.J. (2008). Media resistance skills and drug skill refusal techniques: What is their relationship with alcohol use among inner-city adolescents? Addictive Behaviors, 33, 528-537.

Gordon, C; S.C. Jones & L. Kervin (2015). Effectiveness of alcohol media literacy programmes: a systematic literature review; Health Education Research, 30 (3) 449-465