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In response to the dramatic increase in alcohol‐related problems in Lithuania, policy measures, including alcohol advertising and availability restrictions combined with taxation increase, were implemented in 2007–08. Simultaneously, a full alcohol advertising ban was adopted to take effect from 1 January 2012. Therefore, the alcohol industry responded with extensive lobbying aiming to revoke this ban, and ultimately they succeeded at the end of December 2011.

To document and analyse actions of stakeholders and events during the alcohol advertising ban cancellation process in Lithuania.

Policy analysis includes a development of event time‐line, description of key stakeholders' actions and a review of policy context.

The alcohol industry in Lithuania used similar tactics as the tobacco industry globally, such as creating strong and diverse opposing groups. The industry …