MARKETING
Feature
THE EFFECTS OF
Banning Alcohol Advertising
g, is to alcohol advertisin of g in n an b e th on of Health Dr Aaron ft legislation r ra te d is al in si M . er ar ov ye tr n is co The d of th ment before the en hol advertising will reduce underage ia rl Pa in d le b ta e b s that banning alco Motsoaledi, believe rge of alcohol abuse in the country. ou drinking and the sc
Image by Jason Alden, One Red Eye
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arketing analyst Chris Moerdyk says a total banning on alcohol advertising would be a “tragedy” that sees benefitting big established brands over smaller brands both in terms of product and retail outlets. “Both Brandhouse and SAB have openly admitted that a complete ban would benefit them far 32
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more than smaller players. Both have also been quite open about the fact that this concerns them as they would prefer to do business in a competitive market than one that has become somewhat monopolistic due to legislation.” Speaking to Spotong Magazine, Moerdyk, who has also done the preliminary
impact assessment on the proposed ban of alcohol advertising, ascertained that smaller brands would feel the pinch quite considerably. According to Moerdyk smaller brands would face challenges in terms of launching new products to compete against bigger established brands.