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Monitoring Alcohol Marketing in Africa

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Monitoring Alcohol Marketing in Africa Africa in Project Marketing MAMPA Alcohol Monitoring FINDINGS FROM THE GAMBIA, GHANA, NIGERIA AND UGANDA ALCOHOL MARKETING PRACTICES IN AFRICA FINDINGS FROM THE GAMBIA, GHANA, NIGERIA AND UGANDA BY AVALON DE BRUIJN ([email protected]) DUTCH INSTITUTE FOR ALCOHOL POLICY (STAP) UTRECHT, THE NETHERLANDS JULY 2011 2 | Page AFRO Library Cataloguing-in-Publication Data Monitoring alcohol marketing in Africa 1. Alcohol Drinking 2. Alcoholic Beverages 3. Alcoholism 4. Social Marketing 5. Mass media 6. Africa South of the Sahara I. World Health Organization. Regional Office for Africa. ISBN 978 929 023 1844 (NLM Classification: WM 274) © WHO Regional Office for Africa, 2011 Publications of the World Health Organization enjoy copyright protection in accordance with the provisions of Protocol 2 of the Universal Copyright Convention. All rights reserved. Copies of this publication may be obtained from the Library, WHO Regional Office for Africa, P.O. Box 6, Brazzaville, Republic of Congo (Tel: +47 241 39100; Fax: +47 241 39507; E-mail: [email protected]). Requests for permission to reproduce or translate this publication – whether for sale or for non-commercial distribution – should be sent to the same address. The designations employed and the presentation of the material in this publication do not imply the expression of any opinion whatsoever on the part of the World Health Organization concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. Dotted lines on maps represent approximate border lines for which there may not yet be full agreement. The mention of specific companies or of certain manufacturers’ products does not imply that they are endorsed or recommended by the World Health Organization in preference to others of a similar nature that are not mentioned. Errors and omissions excepted, the names of proprietary products are distinguished by initial capital letters. All reasonable precautions have been taken by the World Health Organization to verify the information contained in this publication. However, the published material is being distributed without warranty of any kind, either express or implied. The responsibility for the interpretation and use of the material lies with the reader. In no event shall the World Health Organization or its Regional Office for Africa be liable for damages arising from its use. 3 | Page CONTENTS 1. Introduction ............................................................................................................................................................. 6 2. Background .............................................................................................................................................................. 7 Alcohol use in the African region ................................................................................................................................. 7 Alcohol consumption in the participating African countries ....................................................................................... 8 Africa as emerging alcohol market and the role of marketing .................................................................................... 9 Alcohol advertising restrictions ................................................................................................................................. 10 Alcohol advertising restrictions in participating countries ........................................................................................ 11 3. Monitoring alcohol marketing activities in participating countries: the method used ......................................... 14 Selecting participating countries and organizations .................................................................................................. 14 Selecting marketing tools to be monitored ............................................................................................................... 14 Monitoring Alcohol advertising on television ............................................................................................................ 15 Alcohol advertising on radio ...................................................................................................................................... 15 Print advertising......................................................................................................................................................... 15 Alcohol advertising on the street .............................................................................................................................. 15 Monitoring other types of alcohol marketing ........................................................................................................... 16 An illustration of young people’s exposure to alcohol marketing ............................................................................. 16 4. The Gambia ............................................................................................................................................................ 17 An illustration of Gambian youngsters experiencing alcohol marketing ................................................................... 17 Alcohol companies that advertise in the Gambia: ..................................................................................................... 18 Alcohol advertising in Gambian Magazines & Newspapers ...................................................................................... 18 Alcohol ads on Gambian Television ........................................................................................................................... 18 Alcohol ads on Gambian Radio .................................................................................................................................. 18 Alcohol Outdoor Advertising in the Gambia .............................................................................................................. 19 Other types of alcohol marketing in the Gambia ...................................................................................................... 20 Adherence to alcohol marketing restrictions in the Gambia ..................................................................................... 21 5. Ghana ..................................................................................................................................................................... 22 An illustration of Ghanaian youngsters experiencing alcohol marketing .................................................................. 22 Alcohol companies that advertise in Ghana .............................................................................................................. 24 Alcohol advertising in Ghanaian Magazines & Newspapers ...................................................................................... 25 Alcohol ads on Ghanaian Television .......................................................................................................................... 26 Alcohol ads on Ghanaian Radio ................................................................................................................................. 29 Alcohol Outdoor Advertising in Ghana ...................................................................................................................... 30 4 | Page Other types of alcohol marketing in Ghana ............................................................................................................... 32 A Ghanaian case study: Branding Kasapreko products ............................................................................................. 32 Easy available and affordable alcohol ....................................................................................................................... 33 Event sponsoring ....................................................................................................................................................... 34 Media training journalists .......................................................................................................................................... 35 Adherence to alcohol marketing restrictions in Ghana ............................................................................................. 36 6. Nigeria .................................................................................................................................................................... 37 An illustration of Nigerian youngsters experiencing alcohol marketing .................................................................... 37 Alcohol companies that advertise in Nigeria: ............................................................................................................ 38 Alcohol Advertising in Nigerian Magazines & Newspapers ....................................................................................... 39 Alcohol ads on Nigerian Television ............................................................................................................................ 42 Alcohol ads on Nigerian Radio ................................................................................................................................... 44 Alcohol Outdoor Advertising in Nigeria ..................................................................................................................... 45 Other types of alcohol
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