The high frequency of alcohol advertising during televised English Premier League football games shown in Ethiopia

Tamire, M., Barker, A. ORCID: 0000-0003-4568-5114, Getachew, S., Murray, R.L., Amedala, R., Britton, J., Deressa, W. and Fogarty, A.W., 2022. The high frequency of alcohol advertising during televised English Premier League football games shown in Ethiopia. Harm Reduction Journal, 19: 11. ISSN 1477-7517

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Background: Excessive alcohol consumption is an important risk factor for increased morbidity, mortality and other social harms globally. Televised sport allows the promotion of alcoholic drinks to a large and often young audience, and thus can be used to develop new markets for alcohol in low- and middle-income countries. This study aimed to analyse the alcohol advertising displayed during televised English Premier League (EPL) games, which is widely viewed in Ethiopia, and are particularly popular among young people.

Methods: Nineteen live televised EPL football matches broadcast in Ethiopia on the SuperSport channels over four weeks of the 2018/19 season were digitally recorded from the digital satellite television (DSTV). Exposure to alcohol advertising was measured by calculating the total elapsed time duration with the alcohol content from the pre-match to the end of the post-game period of the broadcast.

Results: Data were available for a total of 2451 minutes broadcast time. Alcohol advertising accounted for 205.2 minutes (8.4%) with a mean duration of 10.8 minutes per match (range 5.5 to 22.6). The dominant format of alcohol advertisement was the display of logos associated with an alcoholic drink on the Television (TV) screen, which accounted for approximately 43% of the total alcohol advertising time. This was followed by pitch side virtual display (17.7%) and a glass of alcohol drink on the TV screen (17.6%). Over three quarters of alcoholic drink advertising (77.7%) was during active football playing time. None of the advertisements on the televised football games showed cigarettes.

Conclusion: There is a high frequency of exposure to alcohol advertising during televised EPL matches in Ethiopia. It is important to ensure that the newly introduced domestic ban on alcohol advertising is also applied to foreign satellite broadcasters. This is likely to have relevance to other Sub-Saharan African countries in promoting public health strategies to reduce harm from alcohol consumption.

Item Type: Journal article
Publication Title: Harm Reduction Journal
Creators: Tamire, M., Barker, A., Getachew, S., Murray, R.L., Amedala, R., Britton, J., Deressa, W. and Fogarty, A.W.
Publisher: BioMed Central
Date: 2022
Volume: 19
ISSN: 1477-7517
Rights: © The Author(s) 2022. This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article’s Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article’s Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit The Creative Commons Public Domain Dedication waiver ( applies to the data made available in this article, unless otherwise stated in a credit line to the data.
Divisions: Schools > School of Social Sciences
Record created by: Laura Ward
Date Added: 10 Feb 2022 11:11
Last Modified: 10 Feb 2022 11:11

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