Youths, Counter-Advertising and the Propensity for Alcohol

The unbridle promotion of alcoholic beverage has prompted concern among some public health advocates. Against the backdrop of outcry that advertising is exerting dangerous influence on youth to abusively consume alcoholic beverages, the Nigerian brewery industry has instituted efforts at self-policing. In the light of unabated debate on the efficacy or otherwise of the +18 warning tag, this text adopted an empirical approach to clarify the effectiveness of the brewers' efforts. The use of sophisticated information drawn from the field & pertinent literature in the field of alcoholic beverage advertising makes this book unique. And well processed data reflecting the attitude of the most vulnerable group in this discourse gives the book an extra punch. This will undoubtedly enrich the perennial debates on the role & place of advertising in the marketing of alcoholic beverage & other sensitive products in our society.