IN THE FALL of 1945 Theodore S. Repplier, Executive Director of the War Advertising Council, contributed an article to this journal in which he described the advent of public service advertising, and suggested that it was here to stay. In the present article, an observer from outside the United States takes a bird'seye view of the Advertising Council's transition from wartime to peacetime, describes its current activities, and weighs its prospects for success and permanent endurance. The author, who is on leave from the British Civil Service, is at present making a study of public relations in the United States under a Commonwealth Fund Fellowship, and is author of several social and historical works.