Addiction is a contemporary social issue bound to the myth of self-control and control of the other, which is typical of the contemporary "market ideology" society. In its broad definition it includes not only the use and misuse of "substances" and addictive behaviors, but also the concept of risk. There is a continuum between "addicted behaviors" and behaviors that are not "addicted" but may induce and/or be related to both physical and psycho-social problems on a micro- to macrolevel. Different studies have documented substantial changes in the consumption of tobacco, drugs, alcoholic beverages, as well as "junk foods" during the last decades in various countries. All too often politicians, health administrators, and local providers believe that consumption prevention programs are able, per se, to effect such changes. In fact, the impact of factors such as international trade, globalization and societal values, among many others, are considered relevant. On the other hand, sufficient place must be given to national and community-based preventive initiatives.