Public support is crucial to sustained success for alcohol policies--but some may be supported precisely because they are expected to have the least impact on most drinkers. This paper offers an in-depth look at this "prevention dilemma," in an analysis of two alcohol control policies, higher alcohol taxes and health warning labels. In a recent national survey (n = 2000), respondents were asked about their perceptions of these policies' effects on moderate drinkers, on heavy drinkers, and on their drinking. Those who believed the label had affected their drinking were more likely to support the label policy, but the corresponding perception about higher prices' effect was not a significant predictor of support for higher taxes; heavier drinkers were less likely than others to endorse either policy. These data do not offer evidence that policy endorsement hinges on the belief that one's drinking is unaffected by the policy.