The Lancet reports that a plan to ban alcohol advertising that was approved by the South African Cabinet in 2013 but not yet released for public comment is now subject to a regulatory impact assessment that could delay implementation for months. The liquor industry is strongly opposed to the bill and has mobilized interest groups to challenge its merits. An advertising ban in South Africa could trigger bans in neighboring countries, thwarting the alcohol industry’s efforts to develop new markets targeting women, a group whose drinking rates are generally low in Africa.