This study examined the influence of lager beer billboard advertising on attitudes and behaviour toward lager beer consumption in South-East Nigeria, despite existing regulations on alcohol advertising, distribution, and consumption. The study observed that billboard advertising of lager beer brands has become highly pervasive across the region, contributing to increased public awareness and exposure to alcoholic products. Using the Explanatory Mixed Method Design, the researchers gathered both quantitative and qualitative data from a population of 24,221,021 people, with a sample size of 600 respondents. Findings revealed that virtually all respondents were aware of different lager beer brands and could easily identify them, with many indicating that their knowledge and familiarity with these brands were influenced by billboard advertisements to varying degrees. The study further established that exposure to lager beer billboards in South-East Nigeria was very high, suggesting that such advertisements play a significant role in shaping public perception and consumption behaviour. Respondents were particularly drawn to visual elements such as celebrities, graphics, slogans, and icons used in the advertisements, while health warning messages received considerably less attention. Based on these findings, the study recommended stricter regulation of alcohol advertising, including the possible ban of lager beer advertisements and restrictions on billboard placement in areas frequented by children and adolescents. The research also emphasized the importance of making health warnings more visible and prominent on billboards. Additionally, the study highlighted the persuasive influence of celebrity endorsements and high-quality visuals in encouraging consumer patronage of lager beer brands.
Agboeze et al. (2025) studied this question.