History of Alcohol Consumption in South AfricaThe history of alcohol dates back to the history of apartheid in South Africa. At this time, alcohol consumption did not occur on a regular basis, but rather during community and ceremonial activities (Clarke, 1999). Alcohol was not easily available, especially to the black population. After British colonization, laws were passed prohibiting the black population from purchasing, producing or consuming alcohol. (Clarke, 1999) It was only after 1962, when production and consumption was legalized for all, that rates of alcohol consumption and abuse increased (Clarke, 1999). This has subsequently manifested itself in the current rates of alcohol abuse, which are particularly exacerbated. by the increase in alcohol advertising. Alcohol advertisements are currently regulated by Liquor Act 59 of 23, which aims to highlight advertising guidelines in South Africa. The current burden of alcohol consumption among young people The rate of alcohol consumption in South Africa is increasing significantly. Alcoholism among young people is a big concern. According to the Medical Research Council, 12% of adolescents began abusing alcohol at age 13 or younger (Leane Rasoomar, 2012). There was a 9% increase (from 1998 to 2008) in binge drinking, particularly among women (Leane Rasoomar, 2012). Furthermore, on average, more than 5 billion liters of alcohol are consumed each year in South Africa (Seggie, 2012) . According to the World Health Organization (WHO, 2011), the problem of alcohol abuse is not unique to South Africa: the 5 billion liters of alcohol consumption constitute the inhabitant's consumption the highest in the world. The general perception and consumption of alcohol, among young people in particular, would be directly linked to alcohol...... middle of the newspaper ...... problems, the ban on alcohol advertising will therefore have a detrimental effect on the alcohol industry and the economy of South Africa. Young people's opinions regarding alcohol advertisements, according to the Century Council, 73% of young people said that anti-alcohol campaigns are a major contributor to alcohol abuse (Century Council, 2007). In summary, alcohol abuse is more prevalent in recent times and can be attributed to alcohol advertisements. These advertisements insidiously and inadvertently influence young people's alcohol consumption and abuse. Banning alcohol advertising will mitigate the adverse public health impacts on South Africa’s youth. On the other hand, the alcohol industry says the ban will have a negative impact on South African economic growth. The general opinion of young people regarding alcohol advertisements is that the campaigns encourage alcohol consumption..