Aim: The aim of this study was to analyse the influence of beer advertising on attitudes and drinking behaviour of adolescents. Also, to determine attitudes toward counter-advertising. Methods: The study was conducted between March and May 2012 in Split. Participants (n=934) were senior high school students, who were divided in two groups according to their beer drinking status: drinkers and never drinkers. The questionnaire was confidential and self-completed on voluntary basis, providing information on sociodemographic characteristics, attitudes and drinking behaviour. Data were analysed using SPSS for Windows, version 17,0 (SPSS Inc., Chicago, IL, USA). Relevant degrees of freedom was significant at the p<0.05 level. Results: Results showed that beer promotion (advertising, promotional items, sales promotion) was not related to frequency and quantity of drinking. Also, there was no relation between the frequency of advertising exposure and the consumption of beer. However, beer drinking was related to: male gender, lower academic performance, type of school, owning a promotional items, likability of beer adverts and problematic behaviour. Positive attitude toward specific beer advert did not guarantee brand allegiance and its consumption. Never drinkers deemed that it was necessary to incorporate health warnings in beer adverts, while drinkers had negative attitudes toward counter-advertising. Conclusion: Although the results indicated that beer advertising didn't influence its consumption, participants were well aware of them. Regarding the frequency of advertising exposure and its likability among adolescents, it is necessary to dilute their influence with effective and equally attractive counter-advertising, targeting youth.