As far as i know you can drink whatever you want, when you want after you are 18. Notable exception is Germany where from 16 you can drink undistilled drinks like beer and wine. Oh we had lot of fun when i was 16 on our school trip to Germany. Good times.
About advertising i think it applies again to Scandinavia.
Overall i think people have pretty positive drinking habits in europe. Most people try it early and drink quite regulary meaning they can manage it without much problems.