In a recent article appearing in this Journal, McGuinness [3] explores the effects of income, prices, advertising and availability on the consumption of alcohol in the UK. His conclusions regarding the effects of advertising on consumption have attracted considerable attention [1], [5]. From an econ omic viewpoint his findings regarding the relatively weak and uncertain influ ence of income on the growth of demand are equally notable. The purpose of the present Comment is to show that certain unusual features of McGuinness's analysis have important implications for his reported findings.