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Alcohol advertising in developing countries.

British Journal of Addiction

|December 1, 1989

Summary

This summary is machine-generated.

Alcohol advertising may be driving increased drinking among youth in developing nations. Simple surveys can help track this trend by measuring awareness and appreciation of alcohol ads among young people.

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Area of Science:

Public Health
Sociology
Marketing

Background:

Alcohol consumption is rising in developing countries, with increased uptake among young people and women.
Anecdotal evidence from Lesotho suggests aggressive alcohol advertising may influence youth drinking behaviors.

Purpose of the Study:

To highlight the need for surveys on alcohol advertising and youth drinking in developing markets.
To propose simple measures for assessing alcohol advertising awareness and appreciation in young populations.

Main Methods:

Review of anecdotal observations and existing research on alcohol advertising and consumption.
Discussion of adaptable survey methodologies for measuring advertising awareness and appreciation.

Main Results:

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Young people and women are increasingly consuming alcohol in developing countries.
Simple measures can effectively differentiate between underage drinkers and non-drinkers based on ad awareness.

Conclusions:

Surveys monitoring alcohol advertising and youth drinking are crucial for understanding rapidly expanding markets.
Existing measures of advertising awareness can be readily adapted for research in developing countries to assess advertising influence on young drinkers.