The high frequency of alcohol advertising during televised English Premier League football games shown in Ethiopia

Journal article


Tamire, M., Barker, A., Getachew, S., Murray, R.L., Amedala, R., Britton, J., Deressa, W. and Fogarty, A. 2022. The high frequency of alcohol advertising during televised English Premier League football games shown in Ethiopia. Harm Reduction. 19 (11), pp. 1-7. https://doi.org/10.1186/s12954-022-00591-y
AuthorsTamire, M., Barker, A., Getachew, S., Murray, R.L., Amedala, R., Britton, J., Deressa, W. and Fogarty, A.
Abstract

Excessive alcohol consumption is an important risk factor for increased morbidity, mortality and other social harms globally. Televised sport allows the promotion of alcoholic drinks to a large and often young audience, and thus can be used to develop new markets for alcohol in low- and middle-income countries. This study aimed to analyse the alcohol advertising displayed during televised English Premier League (EPL) games, which is widely viewed in Ethiopia, and are particularly popular among young people. Nineteen live televised EPL football matches broadcast in Ethiopia on the SuperSport channels over four weeks of the 2018/19 season were digitally recorded from the digital satellite television (DSTV). Exposure to alcohol advertising was measured by calculating the total elapsed time duration with the alcohol content from the pre-match to the end of the post-game period of the broadcast. Data were available for a total of 2451 minutes broadcast time. Alcohol advertising accounted for 205.2 minutes (8.4%) with a mean duration of 10.8 minutes per match (range 5.5 to 22.6). The dominant format of alcohol advertisement was the display of logos associated with an alcoholic drink on the Television (TV) screen, which accounted for approximately 43% of the total alcohol advertising time. This was followed by pitch side virtual display (17.7%) and a glass of alcohol drink on the TV screen (17.6%). Over three quarters of alcoholic drink advertising (77.7%) was during active football playing time. None of the advertisements on the televised football games showed cigarettes. There is a high frequency of exposure to alcohol advertising during televised EPL matches in Ethiopia. It is important to ensure that the newly introduced domestic ban on alcohol advertising is also applied to foreign satellite broadcasters. This is likely to have relevance to other Sub-Saharan African countries in promoting public health strategies to reduce harm from alcohol consumption.

Keywordsalcohol consumption; risk factor; increased morbidity ; televised sport
Year2022
JournalHarm Reduction
Journal citation19 (11), pp. 1-7
PublisherBMC (Springer Nature)
ISSN1477-7517
Digital Object Identifier (DOI)https://doi.org/10.1186/s12954-022-00591-y
Web address (URL)https://link.springer.com/article/10.1186/s12954-022-00591-y
Publisher's version
File Access Level
Open
Output statusPublished
Publication dates
Online05 Feb 2022
Publication process dates
Accepted19 Jan 2022
Deposited24 Jun 2022
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