The ADCA Amendment Bill, 2020, is a private Members bill seeking to regulate negative externalities arising from excessive drinking by young consumers of alcohol. These youthful consumers in whose protection Section 2 is aimed, may be excessive consumers and represent the demand side while the producers are on the supply side of the market. The proposal to limit alcohol manufacturing, packaging and distribution to 750 ml will only cause huge adjustment costs on the supply side and not the demand side where the proposer asserts that problem of excessive drinking exists.