The government’s intention to impose a total control on the advertising of alcohol products has sparked a lot of commentary, with the liquor industry preaching a rhetoric that seems to suggest that the government’s plan is not in the best interest of the economy and jobs.
In the main, the Industry Association for Responsible Alcohol Use (ARA), an umbrella body for the liquor industry, along with those who are responsible for advertising alcohol products have asked the government to weigh health concerns associated with alcohol abuse against apparent “economic implications”.
ARA roped in experts and appeared before Parliament recently to present their case. They issued a warning to lawmakers – one of large scale job losses and liquor houses pulling the plug on sports sponsorships, amongst other things. South Africa is a democratic state and during consultations, the government will consider all input before revising and drafting the final contents of the Bill.
The Cabinet recently approved the publishing of the Control of Marketing of Alcoholic Beverages Bill in the government gazette. The Bill, in a nutshell, seeks to help in reducing the harm caused by alcohol as far as healthy lifestyles are concerned, and to protect members of the public – especially children – from exposure of alcohol advertising.
Ensuring that people live healthy lifestyles remains one of government’s top priorities, and it is without doubt the main reason that made the state to take a sober approach when considering the implications of alcohol abuse.
Yes, the cabinet does have a case to introduce the Bill, based on the following research evidence:
- Research shows that alcohol beverage advertising influences behaviour. It brings about positive beliefs about drinking and encourages young people to drink alcohol sooner and in greater quantities. A study of 20 countries over 26 years found that alcohol advertising bans do decrease consumption of alcohol.
- Alcohol consumption in South Africa results in significant morbidity and mortality, increases violence, crime and road traffic crashes, has major consequences for individuals, families and communities and impacts negatively on education and the economy.
- Alcohol is the third leading risk factor for death and disability in South Africa – after unsafe sex/sexually transmitted infections (STIs) and interpersonal violence and injury. Alcohol is responsible for around 130 deaths every day.
- The South African National Youth Risk Behaviour Surveys of 2002 and 2008 showed that binge drinking in a particular month amongst South African children aged 12 to 18 had increased from 23% to 29% from 2002 to 2008.
As the executives entrusted with ensuring healthy lifestyles and the well-being of all citizens, Health Minister Aaron Motsoaledi and Social Development Minister Bathabile Dlamini – with the support of the cabinet – are right in proposing a comprehensive approach to deal with alcohol-related harm.
Why? The answer is simple. Current methods to reign in liquor advertising are ineffective.
Currently, alcohol advertising is regulated by the Liquor Act 59 of 2003 where guidelines for liquor advertising are outlined. There is also currently ‘self-regulation’ of advertising of alcohol products through a code of Commercial Communication of Alcohol Beverages that was drawn up by ARA and which most companies and advertisers adhere to.
Despite this, consumers, more especially underage drinkers, continue to be exposed to a lot of advertising via different media platforms. And the most common platform today is through social networks, where the majority of users are young teens.
We need to move away from the “silver bullet” approach and consider a more comprehensive route that will have more impact. The government is not convinced that sending messages of appeal calling for “responsible drinking” are enough. The World Health Organisation has found that public education is a weak approach in the absence of complementary policies that seek to reduce demand for alcohol and that actively regulates the supply of the product as well.
In 1999, the government pulled the plug on tobacco advertising and banned sports sponsorships. At the time, critics of the plan cited ‘economic’ implications as certain brands even sponsored the Durban July horse racing event and a Premier Soccer League cup competition.
When the ban was effected, the smoke emanating from threats to jobs and the economy was put out when other sponsors like mobile networks – who dominate in advertising spend – saw a window of opportunity and moved in to fill the space. Others will see the vacuum and take up the opportunity to advertise and sponsor our top three sport codes that are currently sponsored by a liquor company – Bafana Bafana, Springboks and the Proteas.
This is a sober argument based on facts and research. Moving away from research, I regularly bring up this debate at pubs and restaurant bars. It is here where a not so sober man with a pint of beer in his hand pointed out to me that once alcohol advertising disappears from billboards, TV screens and other media, liquor houses will, instead of shedding jobs, consider to do what the tobacco industry did.
They could promote their brands vigorously on the ground. The tobacco industry employs a lot of promoters who go into night spots to give away free cigarette boxes to party goers. They could consider re-channelling the billions of rands that they pump into advertising to go into promotions.
I agree. Banning alcohol advertising will not be the end of the world for the alcohol industry. They themselves have said in Parliament, according to media reports, that they would not be harmed by the ban on advertising.
Promoting healthy lifestyles cannot be looked at in isolation. Having banned the marketing of tobacco products just over ago, a comprehensive approach would be to also do the same with alcohol products.
Government will not stand idly by and allow alcohol to claim our youth and destroy our society. Alcohol advertising enforces positive beliefs about drinking, and encourages young people to drink alcohol sooner and in greater quantities.
Children and young adults are particularly susceptible to advertising that associates alcohol with glamour and success.
It is for all these reasons that the government decided to call for the last round before doing away.
