EVALUATING THE EFFECTS OF ALCOHOLIC BEVERAGE ADVERTISING ON ALCOHOL-RELATED KNOWLEDGE, ATTITUDES, AND BEHAVIOUR AMONG TERTIARY STUDENTS

Alcohol advertising has become a prominent feature of television broadcasting in Ghana, raising concerns about its potential influence on young people's attitudes, perceptions, and behavioural patterns towards alcohol consumption. The increasing exposure of tertiary students to alcohol-related advertisements has generated debates about the role of television advertising in promoting alcohol use and its associated social and educational consequences. This study examines the effects of alcoholic beverage television advertisements on tertiary students in the Western Region of Ghana. Specifically, it investigates students' perceptions of alcohol advertisements and their influence on attitudes, behavioural patterns, and academic experiences. The study adopts a descriptive research design, using primary data collected from 500 student respondents. Data were analysed using descriptive statistical techniques and presented through frequency distribution tables, graphs, and charts. The findings reveal that the majority (71.4%) of the respondents do not support television advertisements promoting alcoholic beverages. The study further identifies several behavioural and educational challenges associated with exposure to alcohol advertisements, including vandalism, truancy, reckless behaviour, impaired thinking, and violent conduct among students. These findings highlight concerns about the potential influence of alcohol advertising on students' social behaviour and educational development. The study concludes that appropriate regulatory measures are necessary to ensure responsible alcohol advertising and minimise its potential negative effects on young people. It therefore recommends stricter monitoring and vetting of alcohol-related television advertisements by the relevant regulatory authorities, alongside increased awareness and media literacy programmes to discourage harmful alcohol-related behaviours among tertiary students.