This research compares the nature and effectiveness of different approaches to alcohol marketing regulation in Europe using the cases of UK and France. Both countries have well-established yet contrasting regulatory frameworks. This paper provides an analysis of the French (Loi Evin) & UK (ASA/CAP & PORTMAN GROUP) codes of alcohol marketing control. We critique the structure in the regulatory processes of each country in specific relation to the control alcohol marketing. Our research provides much needed insights into the relative merits and demerits of different regulatory systems in terms of codes of practice self-regulation, and alcohol marketing legislation. The findings are important in terms of policy and practical implications for alcohol marketers, regulators, health organizations and consumers.