The Association of Alcohol Manufacturers and Importers (AAMI) has bemoaned the recent adverts in the media which seem to promote alcohol abuse in contravention with its ‘Code of Commercial Communications.
In 2016, the Association adopted a ‘Code of Commercial Communications’ to regulate advertisement of their members’ brands; an essential measure in the association’s partnership with government to maintain public trust.
The code ensures members maintain the highest standards in all their commercial communications, including advertising in print and electronic media, packaging, merchandising, consumer promotions, product placement, point of sale information, sponsorship and research.
But the Association believes most of its members were not adhering to the ‘Code of Commercial Communications, calling for an immediate stop to the negative publicity in the media.
Adjoba Kyiamah, Chairperson of the Association, who was speaking at a recent event organized by the Angel Group of Companies, producers of Adonko Bitters, in Kumasi, said there is the need for alcoholic beverage manufacturers and importers to be responsible in their media publicity.
She lauded the announcement of Food and Drugs Authority (FDA) in the media to investigate the incident and take action against the offender.
“The AAMI appreciates the role of the FDA as gatekeepers, and so it is a relief to see that the FDA bites in addition to its bark. Even though it is the responsibility of the organizer of such events to ensure that participants are above the legal drinking age in Ghana and understand the effect of alcohol misuse, the sponsor of the event also owes a duty to ensure that the organiser is being compliant,” Ms. Kyiamah said.
By Cephas Larbi