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African Journal of Drug and Alcohol Studies

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Monitoring Outdoor Alcohol Advertising in Developing Countries: Findings of a Pilot Study in Five African Countries

A de Bruijin, C Ferreira-Borges, R Engels, M Bhavsar

Abstract


This paper aims to describe alcohol advertising in the public arena of Gambia, Ghana, Madagascar, Nigeria and  Uganda. Analyses on the placement, channels, size and content of outdoor alcohol advertising practices (N=807) in relation to existing regulations are given. For example, in Gambia, the country with the most stringent alcohol  marketing regulations of all countries studied, outdoor alcohol advertisements are on average smaller and less  attractive to youth; whereas, in Uganda and Ghana, countries with selfregulation, there is limited protection. Findings illustrate the innovative ways in which the alcohol industry attempts to reach their market despite existing alcohol marketing regulations and cultural boundaries. Legal measures could be a policy instrument to protect against  harmful exposure.

Key Words: alcohol marketing, outdoor advertising, Africa, alcohol policy




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