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ABSTRACT
This study investigated the impact of television and media advertisement on alcohol consumption among undergraduate students in University of Benin, Benin City. To achieve the purpose of the study, four research questions were raised and answered. The population of the study was made up of all the 63,161 students from the 15 faculties in 2023 academic session in the University of Benin, Benin City. The sample population size for the study was made up of 120 respondents. The questionnaire was the instrument for data collection. The descriptive survey research design was adopted for the study. An analysis of data was done using mean score and standard deviation. The major finding from the study revealed that there is high level of alcoholic consumption among undergraduate students in University of Benin, Benin City. It was concluded that there is a significant impact of television and media advertisement on alcohol consumption among undergraduate students in University of Benin, Benin City. The study recommended among others that the University of Benin school management should introduce comprehensive orientation to increase awareness about the potential risks associated with alcohol consumption. These programmes should focus on responsible drinking behaviours and the negative consequences of excessive alcohol consumption.
