The Southern African Alcohol Policy Alliance is calling for stricter regulations on alcohol advertising, warning that exposure significantly increases the risk of underage drinking. Earlier this week, SAAPA shared research, which shows children exposed to alcohol marketing are more likely to start drinking at a young age and engage in heavy consumption. The survey shows that nearly 50,000 learners revealed high levels of underage drinking, with alcohol often sourced from shops, friends, and family.
SAAPA’s Campaign Director, Nomcebo Dlamini, said the findings are alarming. “Exposure to alcohol marketing has a direct impact on children,” Dlamini explained. “Local and international studies show that children aged 12 to 14 who see alcohol ads are more likely to drink than their peers”.
Dlamini said research using wearable cameras in countries such as New Zealand and Australia has shown showed that children are exposed to alcohol marketing every 4-8 minutes in their daily lives. “This is through billboards, store displays and sports sponsorships. Comparable patterns are visible in South Africa’s townships and cities,” said Dlamini.
Dlamini criticized weak regulation, particularly near schools and via sports and digital platforms, which reinforce harmful drinking cultures linked to social ills. The Planet Youth 2025 survey, conducted by the University of Cape Town and the Western Cape Government, surveyed 49,000 grade 8 and 9 learners across 133 schools, with an 89% response rate. Findings show that 40% of children have already tried alcohol, 22% drank in the past 30 days, 23% started drinking before the age of 13, 26% report being drunk at least once, 15% in the past month.
Alcohol is most often sourced from shops at 53% of the young people surveyed, friends 43% and family members at 34%. Drinking peaks during public holidays and after exams.
A recent study by the South African National Council on Alcohol and Drug Dependence (SANCA) revealed that many teens began their regular use of alcohol during puberty, with 16% of respondents saying they were drinking by the age of 13.
Earlier this week, the Economic Freedom Fighters (EFF) reignited the calls for stronger alcohol regulations by proposing a new bill in Parliament to address their concerns (see also: https://www.dailymaverick.co.za/article/2025-09-22-eff-initiates-fresh-bid-to-get-alcohol-advertising-banned/)