Alcohol abuse has become recognized by numerous organizations in Mongolia as one of their primary public health challenges. Despite the crisis of alcohol abuse in Mongolia, the dominance of narcology in shaping the health system's response has allowed the alcohol industry to control the debate. The Mongolian population largely interprets the World Health Organization's (WHO) "standard drink" as a consumption guideline rather than a measure of abuse. In addition, the focus on high levels of dependence, as defined by narcology, has allowed the WHO to officially write off the problem, stating that less than 1% of the adult population can be categorized as "alcoholics." As the government focuses on new policy-based approaches to the issue, the rhetoric undermines participation and support, while the industry finds new ways to learn from narcology in their efforts to grow. However, by reinvesting profits from alcohol and a public health-focused approach, solutions can be found.