Ghanaian Market Research Articles

Evaluating metal levels and potential health risks of nail polish brands on the Ghanaian market

ABSTRACT Research has shown possible existence of heavy metals in cosmetic products, as they are known to impact colour. Assessments have been carried out on selected brands of nail polishes on Ghanaian markets in the Ashanti Region, for levels of six metals, i.e., lead (Pb), cadmium (Cd), aluminium (Al), chromium (Cr), manganese (Mn), and copper (Cu). A total of twenty (20) nail polish samples were analysed using the Atomic Absorption Spectrophotometer model nova 400P. The highest concentrations determined were Al (77.50 mg/L), Cu (2.126 mg/L), and Cr (25.66 mg/L). The levels of Pb, Cd, and Mn were all below detection limit. All samples analysed were below the WHO permissible limits, making them safe for use. Health risks associated with intake of these metals via dermal route, inhalation, and ingestion are evaluated, Hazard Quotient (HQ) and Hazard Index (HI) are below unity, suggesting no potential health risks associated with their use.

Navigating Ghana's economic waters: Exploring the impact of Fiscal and Monetary policies on stock market performance

This study leverages the Autoregressive Distributed Lag (ARDL) and Exponential Generalized Conditional Heteroscedasticity (EGARCH) models to conduct a thorough examination of the impact of fiscal and monetary policies on the Ghanaian stock market from 1990 to 2022. Key findings indicate that government spending and tax revenue, as components of fiscal policy, are positively associated with stock returns, contrasting with the negative influence of the industrial production index. On the monetary policy front, interest rates are found to negatively affect stock performance, while exchange rates and the money supply exert positive influences. In the short term, government spending enhances stock returns, although the effects of GDP and the industrial production index are inconsistent, with exchange rates and money supply demonstrating a negative impact. The study underscores the profound sway that policy decisions have on stock market dynamics, underscoring an urgent need for investors and policymakers to closely monitor policy shifts and their market reverberations. A pivotal policy recommendation emerging from this research is the strategic synchronization of fiscal and monetary policies by policymakers to underpin stock market stability and growth. Such harmonization can counteract the adverse effects of policy-induced volatility, cultivating an investment-friendly climate. Investors and policymakers are encouraged to draw upon a spectrum of credible sources, encompassing financial news, governmental releases, and market analyses, to remain abreast of policy evolutions. This research offers precious perspectives on the nexus between economic policies and market movements, offering value for academic inquiry and informing practical decision-making strategies.

‘The national health insurance policy provides little to no benefit to young persons living with type 1 diabetes (T1D)’: a qualitative study of T1D management cost-burden in Southern Ghana

BackgroundType 1 diabetes (T1D) management exerts a considerable financial burden on patients, caregivers, and developing nations at large. In Ghana, a key governments effort to attenuate the financial burden of T1D on patients was to fashion safety-net mechanisms through financial risk pooling/sharing known as the National Health Insurance Scheme (NHIS). However, there is limited research on patients and caregivers’ experiences with the cost of managing T1D within the NHIS in Ghana.ObjectiveThis study explored the cost of T1D management, and the impact of the NHIS policy on mitigating costs of care.MethodsA semi-structured interview guide was developed to collect qualitative data from 28 young people living with T1D (PLWD), 12 caregivers, 6 healthcare providers, and other stakeholders in Western, Central and the Greater Accra regions. Multiple data collection techniques including mystery client and in-depth interviews were used to collect data. Thematic content analysis was performed with QSR NVivo 14.ResultsFive key domains/themes which are: cost of T1D management supplies; cost of clinical care; cost of transportation; cost of diet; and NHIS were identified. The daily cost of blood glucose testing and insulin injection per day was between GHC 5–7 (US$ 0.6 to 1.0). The NHIS did not cover supplies such as strips, glucometers, HbA1c tests, and periodic medical tests. Even for those cost which were covered by the NHIS (mainly pre-mixed insulin), marked government delays in funds reimbursement to accredited NHIS facilities compelled providers to push the financial obligation onto patients and caregivers. Such cost obligations were fulfilled through out-of-pocket top-up or full payment of insulin of about GHC 15–25 (US$ 2–4), and GHC 25–50 (US$4–8) depending on the region and place of residence.ConclusionThe cost of managing T1D was a burden for patients and their caregivers. There was a commodification of life-saving insulin on the Ghanaian market, and the NHIS did not function well to ease the cost-burden of T1D management on patients and caregivers. The findings call for the need to scale up NHIS services to include simple supplies, particularly test strips, and always ensure the availability of life-saving insulin in healthcare facilities.

Microbial Load and Antibiotic Resistance Pattern of Microflora Isolated from Smoked Catfish and Mackerel Sold in Ghanaian Markets: A Potential Health Threat

Introduction: Smoked fish, particularly catfish and mackerel, plays a vital role in the Ghanaian diet, serving as a rich source of protein and essential nutrients. Smoking is a traditional preservation method widely used to extend the shelf life of fish, enhance flavor, and make it more palatable. However, despite the advantages of smoking, the process does not entirely eliminate the risk of microbial contamination, which can have significant health implications. Aim of Study: This study examined the microbial flora contamination of the smoked fish sold in Ghanaian markets. Methodology: The research was conducted in three markets: Kejetia Market, Ejura Market and Ejusu. A total of 75 different smoke-dried fish including Cat fish (Clarias gariepinus) and Mackerel (Scomber scombrus) from the markets. The fish samples were collected and kept in sterile polythene bags and transported to the laboratory for microbial analysis. Result: The study revealed that out of 75 samples analyzed, approximately 23% (n=17) were found to be contaminated with microorganisms. Escherichia coli had the highest occurrence, detected in 35.2% (6/17) of the total samples. Additionally, Shigella flexneri and Salmonella arizonae were each found in 17.6% (3/17) of the total samples. Klebsiella oxytoca was 11.7% (2/17), and Enterobacter aerogenes, Streptobacillus monilliforms, and Fusobacterium necrophorus each constituted 5.8% (1/17) of the total samples. All the identified isolates were susceptible to gentamycin (100%), and all the isolates were resistant to lincomycin (100%). Overall resistance rates for each antibiotic for all the organisms identified are lincomycin (100%), penicillin (67%), ampicillin (81%), erythromycin (65%), tetracycline (63%), neomycin (61%), cloxaxillin (43%), kanamycin (24%), and sulphamethaxole (13%). All the isolates have 100% resistance to at least three antibiotics used except for Salmonella arizonae. Conclusion: To Address these findings, a collaborative effort is required among regulatory authorities, food producers, and healthcare providers to implement stringent food safety protocols and mitigate the risks associated with contaminated fish consumption.

Assessing the Effectiveness of the Enforcement and Implementation of the Ban on Importation of Some Selected Second-Hand Items

Importation of second hand items has been a concern in Ghana. In 1994, Ghana passed the Legislative Instrument (LI) 1586, which outlawed the importation; clearance and sale of used undergarments because they were found to be unhygienic and presented a health hazard. Two decades after the introduction of the ban of second items, these items can still be found on the Ghanaian markets. The Ghanaian market continue to be flooded with these second hand items despite the existing ban on their importation into the country. The study investigated the effectiveness of the banned items. Data was collected from both traders and custom officials using simple random and purposive sampling methods respectively. The study found that the implementation of the ban on the selcted items is not effective. Customs is complicit in the countinuous importation of the banned items into the country. Some Customs officials have allowed the trade to continue to fester by conniving with traders. This has created an enabling environment for traders to continually import the banned items into the country. The study recommends that Customs Division of GRA should launch an investigation into their operations and identify the officials engaged in these activities and the necessary actions be applied.

Employment and Job Creation in the art Sector in Ghana: Evidence from A Tracer Survey of the Higher National Diploma Industrial art

AbstractIn Technical Universities in Ghana, the Higher National Diploma (HND) programmes are well‐established higher education programmes for the provision of middle‐level manpower needs of the Country. The programmes are considered industry‐related, offering students the knowledge and skills required for effective performance at work. However, there is very little tracer survey on the polytechnic/technical university graduate on the relevance of the HND Industrial Art Programmes run in the polytechnics/technical universities, apart from a study on exploring the destinations of Higher National Diploma, Graphic Design graduates in the Ghanaian labour market. Therefore, the study sought to conduct a tracer study on the impact of the HND Industrial Art Programme on the Art Sector in Ghana. To carry out the study, the main objective was to assess the effectiveness and the contribution of the HND Industrial Art Programme to employment and job creation in the Art Sector in Ghana. The Concurrent Triangulated Mixed Method research approach was adopted to undertake the research. From the study, the major finding is that the Painting and Decoration (P/D), Ceramics and Leatherwork options all succeeded in creating jobs/empowering graduates to create their own jobs, but that cannot be said with the Textiles option. The findings have implications for TVET training in the country. It is therefore recommended that appropriate steps should be taken in consultation with the Ghana Tertiary Education Council (GTEC) to have a holistic review of the curriculum to make it relevant for the benefit of this ever‐dynamic society.

Cholesterol Estimation in Edible Oils on the Ghanaian Market

Cholesterol Estimation in Edible Oils on the Ghanaian Market

Yellowness of egg yolks influences consumer preference for eggs in Ghana

The present work evaluated β-carotene content, colour (L*, a*, b*), and consumer preference for egg yolks from chicken, guinea fowl, and quail, sampled from intensive or semi-intensive rearing systems in Ghana. The β-carotene content of guinea fowl yolk was almost seven times greater (p < 0.001) than that of chicken and quail yolks. The yellowness of guinea fowl yolk (82.18; p < 0.01) was approximately 1.5 and 1.3 times greater than that of chicken and quail yolks, respectively. A consumer preference test showed a significantly greater score (5; p < 0.001) for guinea fowl than for the other egg types. The yellowness of egg yolks had strong positive relationship with β-carotene content (r = 0.943; p = 0.216) and consumer preference (r = 0.995; p = 0.064). Therefore, enhancing the yellowness of egg yolks on the Ghanaian market, especially those from chicken, could lead to increased egg consumption in Ghana.

Enhancing Security Using GPS-GSM Motorcycle Tracking System

Motorcycles are progressively becoming a well-known mode of transportation in Ghana, especially in the northern region. Their affordability and easy movement on our rough roads make them a choice many users prefer. Nonetheless, the increase in the number of these motorcycles brought some concerns connected with safety and security. To resolve these issues, the improvement of the security framework is fundamental. Real-time monitoring is part of the Internet of Things (IoT), which permits distance monitoring. Different tracking technologies such as RFID, Internet tracking, cellphone triangulation, GPS, and other technologies. This research work expects to plan a far-reaching motorcycle security and global positioning framework utilizing an Arduino microcontroller Uno r3, Neo-6mGPS, and GSM SIM800L modules. The GPS module obtains the location area while the GSM module works with interaction between the Arduino Uno and the client's cell phone, showing the area on Google Maps. The framework comprises a locking component and a global positioning framework. The motorcycle's ignition system is controlled by a locking mechanism that enhances protection against theft. Besides, the scarcity of these security systems and the existing motorcycle tracking systems are very costly to purchase and maintain. There is restricting openness for the overwhelming majority of bike users. This prompt is a high pace of bike theft, making recovery challenging. One of the project's goals are to decrease power utilization in the global positioning framework, upgrade GPS following precision, and use SMS as the essential means of communication. This research work adopted the Agile Methodology of designing applications. While this research work presents various benefits, it additionally has limits. These incorporate the expenses of equipment parts. Restricted accessibility of Arduino components in the Ghanaian market and time. Regardless of these restrictions, the exploration attempts to create powerful and open bike security in the Ghanaian market.

Investigating the Presence of Falsified and Poor-Quality Fixed-Dose Combination Artemether-Lumefantrine Pharmaceutical Dosage Forms in Kumasi, Ghana.

Artemether-lumefantrine (AL) is a highly effective and commonly used Artemisinin-based Combination Therapy (ACT) for treating uncomplicated malaria caused by Plasmodium falciparum, including drug-resistant strains. However, ineffective regulatory systems in resource-limited settings can lead to the infiltration of poor-quality and counterfeit antimalarial medicines into the pharmaceutical supply chain, causing treatment failures, prolonged illness, and disease progression. The objective of the study was to assess the quality of selected brands of fixed-dose combination (FDC) AL tablets and suspensions marketed in Kumasi, Ghana. A total of fourteen brands of FDC AL medicines, comprising eight tablets and six suspensions were purchased from various retail pharmacy outlets in Kumasi, Ghana. All samples were subjected to thorough visual inspection as a quick means of checking quality through meticulous observation of the packaging or dosage form. The quality parameters of the tablets were determined using uniformity of weight, hardness, friability, and disintegration tests. Suspensions were assessed based on pH and compared with the British Pharmacopeia (BP) standard. The samples were then analyzed for drug content (assay) using reverse-phase high-performance liquid chromatography (RP-HPLC). All the tablet samples conformed to BP specification limits for uniformity of weight (deviation of less than ± 5%), hardness (4.0-10 kg/mm2), friability (<1%), and disintegration time (<15 minutes). The active pharmaceutical ingredients' quantitative assay demonstrated that all the tablets met the BP specifications (90-110%). The results of the pH studies showed that out of the six brands of suspension investigated, five (83.3%) were compliant with the official specification for pH, while one (16.7%) failed the requirement. Unlike the tablet brands, drug content analysis of the six suspensions showed that two (33.3%) were substandard. The artemether and lumefantrine contents in these failed suspensions were variable (artemether: 81.31%-116.76%; lumefantrine: 80.35%-99.71%). The study results indicate that most of the tested products met the required quality standards, demonstrating satisfactory drug content and other quality specifications. The presence of substandard drugs underscores the necessity for robust pharmacovigilance and surveillance systems to eliminate counterfeit and substandard drugs from the Ghanaian market.

Land banking, land price and Ghana’s informal land markets: A relational complexity approach

Land banking practices have received little attention on how such practices shape informal land markets in developing countries. Drawing on a relational complexity framework, this study explores the land banking experience in Ghana’s informal land markets. This research conducted semi-structured interviews with over thirty participants from four communities within the Ghanaian informal land market. The analysis revealed that developers are banking large tracts of land as capital investments through land dispositions. The absence of development on these banked lands has created a situation where developers are gradually influencing land prices. The analysis also shows that developers have created complex ongoing relationships with customary land managers. This coalition relationship has shaped land prices through the displacement of state-mediated statutory powers for land exchanges. The study recommends revisiting of stakeholder discussions on the enforcement and monitoring of the processes required under the Ghanaian Lands Commission guidelines for large-scale land transactions.

Does Capital Structure Affect Profitability of Listed Ghanaian Firms?

ABSTRACT: Capital structure is one of the crucial decisions managers must make that can affect a firm's short-term and long-term value maximization prospects. Though extant studies have shown capital structure significantly affects profits, researchers have struggled to find an optimal mix of capital structure ideal for value maximization due to the influence of macro and micro factors. There is therefore the need for this to be properly studied contextually. Building on the Pecking Order Theory, this study examines the capital structure effects on profitability from a short-term, long-term, and total debt financing perspective on listed Ghanaian firms between 2003 and 2013. An unbalanced panel data of 23 listed manufacturing and service firms that are listed on the Ghanaian Stock Exchange are subjected to robust maximum likelihood heteroskedastic linear estimation models. Three main regressions that are run explain the short-term debt, long-term debt and total debt effect on firm profitability. The results show that short-term debt exhibits a positive effect on return on equity (ROE), whilst the relationship reverses for long-term debt, indicating that short-term financing was beneficial to firms rather than long-term financing. Also, total debt exhibited a negative and non-significant effect on return on equity. The author also found that firm liquidity exhibited a more pronounced positive effect on profitability for firms with short-term debt than long-term debt. Financial risk negatively affected the returns of only firms with short-term debt. Market share had a pronounced positive effect on ROE across firms whilst firm age exhibited a less pronounced positive effect on firm profits. Firm size and growth had increasing profit effects but was not significant in the dataset. Financial risk also negatively affected profits, but this was only significant in firms with short-term debt structures. This study finds that managers need to adopt more short-term debt financing rather than long-term financing as the former leads to more profits. There is a need for policymakers to develop long-term debt financing structures to compete in the Ghanaian debt market. It is also recommended that managers exercise due care when supplementing equity capital with debt.

Pharmacological Onomastics: The Case of Herbal Drugs in Ghana

The study is an exploration of the naming system in herbal medicines within the linguistic landscape in Ghana. Brand names are more than just labels. A lot of considerations go into choosing a name for a product brand. This study takes a walk into the world of pharmaceutical onomastics with 105 herbal medicines taken from the Ghanaian market. We examine the names from the perspectives of pharmacology, branding, and the interplay of marketing, socio-cultural as well as linguistic factors. The analysis revealed, first, that most of the brands deployed bilingual names, with just a few utilising monolingual names. Closely allied to this finding is the trend of encompassing the drug indications and compositions in the name. The practice of naming the drug after people, especially manufacturers, is also observed. These key findings have implications for the scholarship in onomastics, pharmacology, sociolinguistics, and further research.

Molecular screening of chewing sticks and sponges found on the ghanaian local market for diarrhoea-causing microbes- a pilot study

Chewing sticks and sponges are used for oral hygiene in Ghana and other African countries. In addition to their affordability, they have additional advantages of anti-microbial and an­ti-plague properties. They are usually sold on the open market under low hygienic conditions, exposing them to environmental pathogens. Since they are mostly not sterilized before use, it is important to screen for the presence of pathogens of public health importance on randomly selected samples. This preliminary study used molecular assays to screen for Rotavirus A, &lt;i&gt;Sal­monella&lt;/i&gt; &lt;i&gt;typhi&lt;/i&gt;, &lt;i&gt;Vibrio&lt;/i&gt; &lt;i&gt;cholera&lt;/i&gt; and &lt;i&gt;Escherichia&lt;/i&gt; &lt;i&gt;coli&lt;/i&gt; on 10 chewing stick and sponge samples purchased randomly from the Agbogbloshie market in Accra. The samples were incubated in sterile distilled water overnight at room temperature to dislodge pathogens. Dislodged patho­gens were captured using the Nanotrap Microbiome A kit. Total nucleic acids were extracted from concentrates using the RADI prep DNA/RNA kit. All PCR assays were performed using 2X SYBR Green Mix and pathogen specific primers. Out of the four pathogens screened, only &lt;i&gt;E.&lt;/i&gt; &lt;i&gt;coli&lt;/i&gt; was detected (40% and 60% of chewing sponge and stick samples respectively). Despite the advantages of chewing sticks and sponges, the detection of &lt;i&gt;E.&lt;/i&gt; &lt;i&gt;coli&lt;/i&gt; on samples is a cause for concern since they indicate faecal contamination and can cause diarrhoeal diseases. It is recommended that chewing sticks and sponges should be washed clean before used for oral health. An alternative is to train local producers and retailers on improved hygienic pack­aging and handling of these essential cleaning agents.&#x0D;

Evaluation of trace metals and quality of selected brands of vegetable cooking oils available on the Ghanaian market

BackgroundVegetable cooking oils are important ingredients for the cooking of food in every Ghanaian kitchen. The scarcity of studies on potentially toxic metals, and physicochemical properties in vegetable cooking oils globally necessitated this investigation. This study aims to contribute to consumer awareness by assessing the quality and safety of vegetable cooking oils in the Ghanaian market. MethodsVegetable cooking oils were obtained from Ayigya market, a popular and busy open-air market located in Kumasi, Ghana. Physicochemical parameters such as refractive index, acid, iodine, saponification, and peroxide values and trace metals such as Pb, Cd, Zn, Ni, Cr, As, Ca, and Fe were analyzed using standard analytical methods and flame atomic absorption spectrophotometer. ResultsThe findings showed an acid value ranging from 0.817 to 1.699 mgKOH/g, iodine value, from 60.680 to 122.300 gI2/100 g, peroxide value from 10.890 to 34.730 meq/kg, saponification value from, 189.060 to 202.310 mgKOH/g, and refractive indice ranged from 1.463 to 1.471, respectively. Concentrations of potentially toxic metals such as Ni, Cr, As, Pb, and Cd in all cooking oils were below detection limits. Concentrations of Fe, Zn, and Ca were found within the range of 1.690 to 2.480 mg.L−1, 0.014 to 0.048 mg.L−1, and 0.118 to 1.328 mg.L−1 respectively. ImplicationsWhile no trace metal contamination was detected, physicochemical parameters hinted at potential rancidity concerns. Pearson's correlation and principal component analysis identified poor storage and handling conditions as primary key factors to cooking oil spoilage. ConclusionsThe study recommends that regulatory bodies perform routine examinations to guarantee that commercially accessible vegetable oils satisfy the required quality and safety criteria. Furthermore, consumers should be educated on the importance of proper cooking oil storage and disposal.

Quality Assessment of Tomato Paste Products on the Ghanaian Market: An Insight Into Their Possible Adulteration.

Tomato paste is the most consumed tomato product on the Ghanaian market, the majority of which are imported into the country. This food product is easily adulterated, and thus, routine quality checks are necessary. Therefore, the current study is aimed at assessing the quality of eight tomato paste products on the Ghanaian market and checking for the presence of starch and artificial colourant erythrosine as possible adulterants. Routine quality metrics such as the pH, titratable acidity, total solids, and total soluble solids were assessed using standard methods. An HPLC method was employed to detect the presence of the colourant erythrosine, whereas starch content was determined by an enzymatic method using α-amylase and then amyloglucosidase. Fifty percent of the products did not qualify to be called tomato paste based on total solid estimation. All the sampled products contained some amount of starch, with three having more than 10 g/100 g of this thickener. Additionally, the banned colourant erythrosine was detected in two of the products. All other parameters were consistent with regulatory standards. The present study has shown that some tomato paste products on the Ghanaian market contain additives that are not permitted under any circumstance and fall short of regulatory standards.

Evaluation of Trace Metals and Quality of Selected Brands of Vegetable Cooking Oils Available on the Ghanaian Market

Evaluation of Trace Metals and Quality of Selected Brands of Vegetable Cooking Oils Available on the Ghanaian Market

The Institutionalization of Board Features and Ownership Structure on the Accuracy of Financial Reporting for Registered Customer Yields: Evidence from the Ghanaian Economy

The article looked at the evaluation of ownership structure and board features on the accuracy of financial reporting for registered customer products in Ghana. A correlational research design was used in the study. The population of this profound study comprise 20 customer products registered on the Ghanaian stock market as at December 2022. The study employed a purposive sampling strategy. Twelve (12) people make up the sample size. The investigation was conducted between 2011 and 2022. Because the observations include both time series and cross-sectional units, panel data were employed in this investigation. Panel multiple regressions are the result. Findings show that a registered firm’s financial reporting accuracy is positively impacted by board size, as well as foreign ownership, and management rights, although only marginally and statistically.

Rapid and non-destructive detection of ponceau 4R red colored pork

The characteristic colour of pork desired by consumers is a widespread phenomenon on the Ghanaian market that has led to some suspected adulteration practices. Currently available methods for monitoring pork quality are time consuming but above all, destructive (destroys the integrity of meat). This study aimed to develop rapid models that can be used to detect, classify and predict the presence of ponceau 4R in fresh pork in the Kumasi metropolis of Ghana using near-infrared spectroscopy together with chemometrics. Fresh pork samples, 120 obtained from the markets and 120 adulterated artificially in the laboratory, were subjected to near-infrared measurements. The spectra obtained were evaluated using Principal Component Analysis (PCA), Linear Discriminant Analysis (LDA) and Partial Least Square Regression (PLSR). PCA and LDA showed that scanning the skin of the pork and pretreating the spectra with Savitzky-Golay smoothing sufficed for further chemometric analysis. The classification models built using LDA showed similarities between samples obtained from the markets and the artificially adulterated samples, indicating the presence of colour adulterant. The models also revealed the importance of processing time in making the adulterated meat more appealing to consumers. PLSR, however, yielded poor results for predicting colour and adulterant concentration. In effect, PCA and LDA methods proved to be better alternatives for the detection of colored pork adulteration and can be adopted for quality control applications together with near infrared spectroscopy.

A Morpho-Syntactic Analysis of Gender-Fair Language in Advertisements of Cosmetic Products in Ghana

Gender-fair language challenges and dismantles prevailing societal gender preconceptions. Cosmetic advertisements have been criticized for unfair language choices that perpetuate gender stereotypes. This study is a morphosyntactic examination of gender-fair language in cosmetic advertisements. The social constructionist theory underpins the study. Thirty (30) product packages and labels for the Ghanaian market were used in this qualitative descriptive survey. Gendered terms were analyzed on the morphological level using Quirk et al.’s (1985) functional principle of word categorization. The data collected revealed that Gender-unfair language is prevalent in cosmetic advertisements. Product names, descriptions and claims often use gendered nouns, pronouns, adjectives, phrases of different types and imperative clauses. This reinforces the idea that certain beauty concerns and products are exclusively tailored to specific genders. Gender-unfair language in cosmetic advertisements results in a limited representation of beauty ideals and practices. The use of inclusive language and representations that challenge gender stereotypes and promote diversity was recommended for cosmetic advertisers. The paper provides insight into academic discourse and practical approaches in gender, communication and marketing studies. Keywords: Advertisements, Cosmetics, Gender-Fair Language, Stereotype, Morphosyntactic