Difference between consumption and consuming

[Wang Yuanlin]

Test No. incompl/advan-15 "Advertising", question 7

The ......... of alcohol is not allowed in any of the company's premises in order to present a clean image.

(a) consumer
(b) consumption
(c) consuming
(d) consumes

Test No. incompl/advan-15 "Advertising", answer 7

The consumption of alcohol is not allowed in any of the company's premises in order to present a clean image.

Correct answer: (b) consumption

Your answer was: incorrect
The consuming of alcohol is not allowed in any of the company's premises in order to present a clean image.
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Please explain me the differences between consumption and consuming in this context. Many thanks.

[Alan]

This refers to the completed action of drinking the alcohol.
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English as a Second Language
You can read my ESL story Adverbs