Introduction. State measures aimed at regulating the consumption of alcohol by the population should be adequate for the current situation at both the federal and regional levels. The purpose of the article was to determine the effectiveness of state measures to limit alcohol sales based on the results of a sociological survey of residents of the Krasnoyarsk Territory. Material and methods. The study was conducted by electronic questionnaire. 618 residents of the Krasnoyarsk Territory aged 18 to 65 years were interviewed. The questionnaire included questions about the positive and negative aspects of introducing restrictions on the sale of alcoholic beverages. A comparative assessment of respondents' views in terms of gender and age, as well as among consumers and non-users of alcohol, was carried out. Results. It has been established that the majority of the adult population (83.5%) drink alcohol regardless of age. In general, 64.9% of respondents support measures to limit the time of sale of alcohol. At the same time, only 27.2% of respondents hope to reduce alcohol consumption. A positive result of the introduction of restrictive measures, 77.0% of respondents consider a reduction in the number of drunks at night and an improvement in the criminal situation. A significant part of respondents (87.9%) agree that a person should sober decide on the amount of alcohol bought. More restrictive measures were advocated by 33.3 per cent of the population, especially non-drinkers (40.2 per cent) and women (41.4 per cent). Nevertheless, 75.7% of respondents believe that the population will not drink less, and toughening measures will provoke the illegal sale of alcohol and speculation, will increase the number of people poisoned by surrogates. The state, according to 62.5% of respondents, should not interfere in the private life of their citizens, and 77.0% of respondents believe that a person should decide whether to consume alcohol or not. Conclusions. The results show the need for a better understanding of the problem of the spread of drunkenness among the population. Not only prohibitive measures are required, but also the development of a culture of alcohol consumption, which is achieved with the adequate participation of all state institutions and is implemented throughout the life of all subsequent generations of people.