ENThe present study addresses the perceived effects of the implementation of the Law on Alcohol Control passed by the Lithuanian Parliament. The current study provides initial scientific insights into the rationale and the outcomes of that piece of legislation. The results of the research were analyzed from both economic and social perspectives. The study revealed that although the implementation of the Law on Alcohol Control did induce significant positive changes in society’s perception towards consumption of alcohol, it also provoked some side effects in economic and social perspectives. Keywords: advertising restrictions; alcohol availability; alcohol consumption; Law on Alcohol Control. [From the publication]