Bel Beverages, the producer of popular beverages such as Bel Aqua and Bel Ice, has found itself in hot waters with the Food and Drugs Authority (FDA) regarding the alleged unlawful use of minors in their advertisements.
Samuel Bempong, a concerned citizen, has taken an action by instructing his lawyers to write to the FDA about the issue.
According to sources close to the FDA, the complainant came across an advertisement for Bel Ice, an alcoholic drink produced by Bel Beverages, on social media.
The complainant alleges that the ad, widely circulated by Bel Beverages and their agents on Instagram and TikTok, features a popular social media influencer named Yeboah Danita Akosua Adomaah, also known as Afronita, promoting and marketing Bel Ice alongside a minor.
In a letter dated January 19, 2024, written on behalf of the complainant by lawyer Nana Kofi Bekoe from Dzaisu, Eshun & Partners Legal Consult, it is stated that the complainant is reporting this matter to the FDA as it is considered unconscionable and repugnant to involve children in alcoholic advertising.
The FDA had previously implemented measures to regulate the advertising of food and beverages, including a guideline that bans the advertising of alcoholic beverages before 8pm. This regulation was put in place to protect minors, who are expected to be asleep before that time, from exposure to alcoholic advertisements.
In a similar vein, the FDA also banned celebrities from advertising alcoholic beverages. However, this specific measure is currently being fiercely contested at the Supreme Court.
Bel Beverages now faces potential consequences for their alleged unlawful use of minors in their advertisements.
The FDA will conduct an investigation into the matter, and further steps will be taken to ensure compliance with regulations that aim to safeguard the well-being of minors and protect them from inappropriate exposure to alcoholic products.
As this case progresses, the public will be updated on any developments regarding the actions being taken against Bel Beverages for their alleged violation of advertising regulations.
By Vincent Kubi