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The Alcohol Server Knowledge (ASK) program developed by the National Highway Traffic Safety Administration is described. ASK follows the premise that servers of alcohol who know what to look for can spot early signs of alcohol impairment and stop service before the patron drinks too much. ASK also offers tips for the responsible sale of packaged goods such as beer. It is noted that the consequence of overservice or sale to minors can include litigation for damages, and/or loss or suspension of the establishment's liquor license. It is noted that the insurance industry endorses the alcohol server training. Alcohol server training has two thrusts: acknowledgement that bars and restaurants are part of the problem; and the need for owners and servers to protect themselves against liability.