Attitudes toward Advertising and Advertising Regulation among College Students in Egypt

Attitudes toward advertising remains an important topic in developing countries as modern advertising becomes more pervasive, but there is not very extensive research to assess whether attitudes might require adaptation of policy responses. This paper examines the issue in Egypt, to see how attitudes shape views about the need for advertising regulation. A survey (n = 444) with questions drawn from past research was carried out among college students in Cairo. Respondents generally agreed about a range of benefits, and with the strongest agreement about the entertainment value of advertising, and its role in providing product information. They only slightly agreed or were neutral on most issues related to detrimental impacts. There is strong support for laws about 'truth-in-advertising' and legal responsibility for claims, but only relatively weak support for more direct government control of advertising. The support comes mostly from desire to improve the positive aspects, rather than to control negative aspects.