Effects of advertising on alcohol consumption among the youth in Kampala

Abstract

Developing countries are affected disproportionately by a large burden of alcohol-related problems. With a mortality rate of 1.67 per 100,000 of the population in Uganda and 3 million deaths every year globally, alcohol remains one of the most commonly used psychoactive substances in the world (WHO, 2020) contributing to 5.3% of all annually reported global deaths. Globally, alcohol consumption is the leading causal factor for the overall morbidity and mortality burden. Harmful alcohol consumption serves as a risk factor in over 200 diseases and injuries. These diseases and injuries contribute to about 3 million deaths annually. This study explored the effects of advertisements and other factors on alcohol consumption among youths at School of statistics and planning, Makerere University in Kampala, Uganda. The study sampled 107(n) students offering BSQE, BSTAT, BSAS, BPS and BBS at the school using stratified random sampling in the five strata and online questionnaires were administered to the selected participants. First level analysis, second level and third level analysis were done upon collecting the data and performing data cleaning, normality tests and collinearity tests. Based on the Alcohol Use Disorders Identification Test (AUDIT) postulated by World Health Organization (WHO) at least 42% obtained an AUDIT test score of 8 – 12 which makes them risky consumers of alcohol. Results showed 31% of students were at high risk of alcohol consumption as justified by their AUDIT test scores of at least 13. Ordered logistic regression results showed that participants who took alcoholic frequently take alcohol were on a weekly basis were more likely to be high-risk consumers. More Regression finding established that participants who were more exposed to alcohol advertisements were more likely to be high-risk alcohol consumers than their counterparts. High Level of alcohol advertisements exposures significantly resulted in high-risk consumption among participants. This study recommends government intervention in regulating alcohol advertisement levels and exposures via media or other potential sources of alcohol such as liquor stores that are with ease of access by students at the University. There is need for government intervention inform of regulating the commercial or public availability of alcohol through strict laws, policies, sensitization about risks associated with alcohol misuse and programs aimed at combating harmful use of alcohol.