Industry advertising by the beef industry can be considered a public good because it is non-excludable and non-rival. Non-excludable means that it is impossible to exclude people from using or benefiting from the service. Everyone who enjoys beef can benefit from the industry advertising, regardless of whether they paid the fee or not. Non-rival means that one person's use of the good does not reduce the amount available to others. For example, an advertisement seen by one person can still be seen by someone else, so the same advertisement is available to everyone