I don't know to what extent his behavior has been exhibited but just for the record....MY experience is that after several years sobriety (12 next month) I still occassionally think "that looks good" when seeing some ads BUT it's just that - "a thought" - so far, none of these thoughts has morphed into a craving. In my case, I have to say, I am not an alcoholic because I have anything against alcohol. On the contrary, I am an alcoholic because I love it. Alcohol is not my enemy - my addiction to it is. I noticed you mentioned that he is "dead set against alcohol" - If that is true, I can certainly see your concern - they do seem to be contradicting messages. So, maybe your (his) situation is completely different than mine but I thought I would share my perspective for what it's worth (if anything) :chatter hahaha - I truly wish you the best and am sending positive thoughts and prayers your way.