Recently, Uruguay’s cannabis market became regulated while the alcohol market regulation was discussed. Cannabis regulation policy receives more strong opposition than support among Uruguayan public opinion (Boidi, Queirolo y Cruz, 2016a). In contrast, alcohol regulation receives majoritarian approval (Cifra, 2015). Why are these two regulations, both discussed at the same historical time, receiving such a different support from citizens? Is it possible that media coverage on alcohol regulation is positive, while cannabis regulation is mostly negative? This article analyzes Uruguayan main press media coverage on both regulations, and identifies which are the predominant frames and the differences among the treatment received by each regulation.