Evaluating alternatives to support social marketing: a framework for alcohol control policy development
Keywords:
social marketing, alcohol abuse, alcohol advertising, alcohol control policiesAbstract
Even when the harmful consumption of alcohol causes nearly 4% of deaths globally, the fight against alcohol abuse remains a low priority in public policy. To address the rising alcohol abuse problem in South Africa, several control policies are under review, one being a proposed ban on alcohol advertising.
The purpose of this study is to evaluate alternative policies to address alcohol abuse and support social marketing campaigns. At this purpose, data from several countries were analysed and a policy strength framework was developed. The findings indicate that alcohol control policies which influence the availability and affordability of alcohol are most effective in reducing per capita consumption and related harm.
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