Table 2. Overview of the Framing That Emerged From the Submissions, and Their Categorisation Into Framing Functions .

Framing Functions	Frames	Selected Quotes
Defining the problem	The (harmful) use of alcohol Harmful use of alcohol, especially by individuals in at-risk groups or who engage in risky behaviours, is the problem Alcohol use (eg, per capita consumption) is the problem	“Put more emphasis on harm indicators related to HED, Underage drinking, mortality and morbidity linked to harmful use of alcohol” (CEEV, trade association). “The term “harmful use” is misleading given the Global Burden of Disease Study suggested the level of consumption that minimizes health loss is 0” (School of Public Health, The University of Hong Kong, academic institution).
	Narrowing versus broadening the scope of the problem Negative consequences for individuals in at-risk groups or who engage in risky behaviours Negative health, social and economic consequences for wider society	“With evidence (in Australia) that more consumers who drink are choosing to moderate their consumption, identifying cohorts where alcohol issues exist and addressing those risks should be the focus” (DrinkWise, industry-funded charity). “Alcohol consumption risks harm to the welfare not only of the drinker but also of others, and can impede sustainable social and economic development” (Kettil Bruun Society for Social and Epidemiological Research on Alcohol, NGO).
Assigning causation	Individual choice: Alcohol misuse is caused by uninformed individual choices	“For general consumers, the priority is to ensure that the consumers are best informed about the choices they make” (Drinks Ireland, trade association).
	Social norms: Alcohol misuse is a deep-rooted social norm	“The ultimate challenge, to cite the Discussion Paper, is that “Alcohol consumption is embedded in social norms and traditions,” which makes it a more complex and difficult behaviour to change” (Drinkaware, industry-funded charity).
	Under-regulation: Alcohol misuse is caused by the widespread and underregulated availability, affordability and marketing of alcohol	“Over the past decade, the world has not seen progress regarding alcohol prevention and control: neither in reducing alcohol consumption and related harm, nor in increasing alcohol policy best buy implementation” (IOGT, NGO).
Proposing solutions	Targeted interventions versus population-level regulation Broad ‘menu’ of policy options targeted at at-risk individuals or risky behaviours Universal implementation of the three ‘best buys’ at population level	“Heaviest drinkers, including heavy episodic drinkers, are the least sensitive to pricing policies. To be effective, a regulatory framework, which includes taxation, must be accompanied by interventions aimed specifically at harmful drinking” (Brazilian Beer Trade Association, trade association). “Over the last decade, WHO and health researchers confirmed the relevance of the so called ‘best buys’ to cost-effectively reduce and prevent alcohol related harm. Therefore, continuation of these policy directions should be envisaged” (European Alcohol Policy Alliance, NGO).
	Local versus global solutions Local action specific to the national context (no ‘one size fits all’) Global action to address cross-border issues and industry interference	“Where improvements have been made, a crucial element has been the recognition that harmful use of alcohol often requires tailored, local and culturally-sensitive measures” (AssoBirra, trade association). “We also see a great value in international cooperation in any form to address the cross-border issues of alcohol policy” (Ministry of Social Affairs of Estonia, Member State).
	Partnership versus freedom from industry interference Involvement from a broad array of stakeholders, including industry The public sector should be independent from industry interference	“Governments and international organisations need to work with industry and communities to develop evidence-based, targeted and effective initiatives to reduce harmful drinking” (Australian Grape and Wine Inc., trade association). “Countries need stronger support with technical capacity building regarding alcohol policy formulation, implementation, monitoring and safeguarding alcohol prevention and control efforts from the alcohol industry” (IOGT, NGO).
Justifying and persuading	Use of evidence: To support or oppose problem definitions, causes and solutions	“Duty increases have been evidenced to save lives and reduce harm (…)” (Humankind Charity, NGO). “The relation between Per Capita consumption or Prevalence and Harmful Consumption cannot be directly linked, more studies are required” (Cerveceros Latinoamericanos, trade association).
	Tobacco control analogies: Alcohol control requires a similar approach to tobacco control	“In line with what happens with tobacco, in article 5.3 of the FCTC, and in recognition of the inherent conflicts of interest that exist, there need to be strict rules prescribing the types of engagement permitted between states and international agencies on the one hand and economic operators/the liquor industry on the other” (South African Medical Research Council, Member State).
	Use of value systems Neoliberal values: Individuals have the right to consume alcohol, and alcohol harms should be addressed by the private sector Human rights values: Alcohol and its widespread harms violate basic human right and should be regulated against	“We need to recognise that encouraging responsible consumption will reduce alcohol related harm and the associated health and externality costs. History shows that prohibition drives illicit consumption, health related risk and increased abuse. We require a proportionate response” (Australian Grape and Wine Inc., trade association). “We support the inclusion of reference to relevant human rights and human rights instruments such as for example Article 12 of the International Covenant on Economic, Social and Cultural Rights (…)” (McCabe Centre for Law & Cancer, NGO).

Abbreviations: CEEV, Comité Européen des Entreprises Vins; WHO, World Health Organization; NGO, non-governmental organisation; IOGT, International Organisation of Good Templars; HED, heavy episodic drinking; FCTC, Framework Convention on Tobacco Control.