Youth Alcoholism and Pubic Health in Contemporary Ghana: The Celebrity Advertisement Factor

All over the world, celebrities are contracted to advertise alcoholic beverages to boost the sale of alcoholic products. The Ghanaian case is no different. Meanwhile, alcoholism remains a significant public health concern globally, with far-reaching social and economic consequences. In order to protect the health and safety of children and the youth in the country, the Ghanaian Food and Drugs Authority (FDA), supported by the Supreme Court ruling, banned celebrities from advertising alcoholic products. The question is: Is celebrity advertisement of alcoholic beverages the true cause of youth alcoholism in Ghana? Using the symbolic interactionist perspective as a guide, this study sought to unravel complex relationship between celebrity alcohol advertisements and their potential impact on alcohol consumption patterns and public health outcomes among the youth in Ghana. A descriptive cross-sectional study design employing mixed methods was used to interview and survey 35 participants and 630 respondents respectively. The findings indicated that celebrity advertisement of alcoholic products was significantly associated with brand recognition, excessive drinking behaviours and earlier onset of alcohol use among the youth. The perception that celebrities are behavioural mentors significantly featured in the narratives gathered. It is recommended that; the Ministries of Education and Information and the FDA intensify education of the youth health implications of alcohol consumption and also to involve celebrities in promote responsible drinking. In addition, alcoholic companies should utilise alternative marketing strategies the limit the involvement of celebrities. These would enhance the possibility of promoting good health and well-being as emphasized by the Sustainable Development Goal (SDG) 3.