Today's Big Stories

Alcohol ads in sport 'normalise' youth booze culture, says public health expert

Cutting alcohol advertising in sport sends the right message to South African youth, says public health expert Dr Susan Goldstein.

Goldstein says it is important to protect youth and children from misleading alcohol messaging, as they are the most vulnerable to harmful drinking and associated health risks.

According to Goldstein, the use of alcohol adverts in sport makes a dangerous drinking culture acceptable.

They advertise in a very subtle way and normalise alcohol drinking... alcohol becomes the norm.

Dr Susan Goldstein, Honorary Senior Lecturer at the Wits School of Public Health

She says that young boys are most susceptible to this messaging as alcohol adverts are predominantly associated with male sports teams such as rugby, cricket and soccer.

Listen to the full conversation from CapeTalk's Breakfast with Kieno Kammies:

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