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The paper presents the findings of a study conducted to establish the perceptions of small retailers of alcoholic beverages towards the proposed ban on alcoholic beverage advertising. The quantitative study sampled small retailers of alcoholic beverages base in Polokwane, South Africa. The survey data collection method was employed, with closed ended questionnaires being the instrument for the generation of the quantitative data. Data was analysed using SPSS version 20.0. From a study population of N=14 it was established that retailers were generally aware of the proposed ban, which is similar to the ban instituted by the South African government on tobacco product advertising. Significantly, the study also found that the impact of advertising on the consumption of alcohol is minimal; with the proposed ban potentially having unintended negative effects other than the intended result. Based on its findings the study recommends that government focus on direct interventions to curb the abuse of alcohol rather that focus indirect interventions such as banning advertising of alcoholic beverages.

mediterranean journal of social sciences

The Impending Alcohol Advertising Ban: Perceptions of Small Alcohol Retailers in Polokwane, South Africa – Lessons from the Advertising Ban on Tobacco Products