The potential impact of the proposed regulations on the alcohol market in South Africa.
Date
2014-07-28
Authors
Maharaj, Shivani
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Abstract
ABSTRACT
Alcohol abuse is a major problem in South Africa and across the world. It
diminishes mental capital, as well as places heavy financial and social burdens
on the state and the affected communities. It is, therefore, vitally important that
irresponsible alcohol consumption be curbed.
Critics of alcohol advertising argue that advertising and marketing of alcoholic
beverages increases alcohol consumption, which, in turn, increases alcohol
abuse and the fatalities associated with it. A number of researchers have
confirmed that advertising is a factor that may influence alcohol consumption,
but the same number of researchers has proven otherwise.
This study assessed the effectiveness of the proposed regulations on reducing
alcohol consumption in the country and it found that the alcohol market size
would not diminish if mainstream advertising were banned.
The study was exploratory in nature. The data was collected through in-depth
interviews with a convenience sample of experts and was analysed using direct
content analysis.
The research did find that a ban on above-the-line advertising would affect the
alcohol market size and structure. The research was inconclusive with regard to
the effect of the ban on competition within the industry. However, it found that
the market size and total alcohol consumption are unlikely to be impacted.
Description
MBA 2012
Keywords
Alcoholic beverage industry, Alcohol -- Law and legislation, Advertising -- Alcoholic beverages, Liquor laws .