ICAP and the perils of partnership.

Addiction received the editorial by McCreanor et al. (2000) which follows, and we publish it after refereeing. We see it as usefully expressing the opinion of the authors. The informed statement of a personal opinion is indeed what an Addiction editorial is often productively about, especially so if the piece carries an inherent challenge to its readership and sets up some temperate controversy. In the January issue of this journal an invited editorial by Thomas Babor (Babor, 2000) challenged us all better to a understand the forces that control the destiny of addiction scienceo , and the McCreanor et al. editorial constitutes an apt follow-through on Babor’ s theme. Around the McCreanor et al. contribution we then go on to publish a set of invited commentaries, which between them take some steps to further the debate between addiction scientists on one aspect of those potential controlling forces. We would be delighted to publish in a subsequent letter column any further comments that readers may want to make on the issues which are raised. Within that general process ICAP and other drinks industry organizations are, of course, welcome to give their own replies from the trade perspective, if they so wish.