South Africa has a binge drinking problem

What is driving the high prevalence of binge drinking in south africa? 6

it’s a culture, sustained through advertising.

the country’s drinking culture is partly rooted in the past, a legacy of factors such as the migrant labour system, the ‘dop’ system practised on wine farms, and the pre-democratic government’s use of revenue from alcohol sales in townships to build the apartheid infrastructure. see page 16 for more on this.

advertising is only (and barely) regulated by the liquor and communications industries themselves,7 and there is widespread exposure to alcohol messaging by underage youth through sports sponsorships, billboards and external marketing on the outside of liquor outlets near schools and elsewhere in communities.

alcohol is promoted as a lifestyle choice and is associated with success, glamour and social acceptance. for young people eager to break out of poverty and make their way in life, alcohol consumption is seen as a status symbol.8