Ron Cregan
Ron Cregan, an international brand strategist and designer, says Ghana needs to draw a code of conduct for behaviour that is suitable for her people rather than attempt to copy-cat what other countries have adopted for regulating brands.
Speaking at the 3rd edition of the Africa Rising Conference organised by the International Advertisers Association (IAA), in collaboration with the Advertisers Association of Ghana (AAG), which ended on Wednesday in Accra, Mr Cregan said there should also be a better way of protecting public health and safety rather than resorting to fear-mongering and banning of advertising.
In an interview with journalists he stated: “You cannot regulate influences. I will like education in the schools about alcohol consumption to take responsibility, responsible parenting. Helping people to regulate themselves rather than putting fear in them should be the norm.”
Commenting on the conference themed: “Technology Versus Consumer Choice – Who’s determining the future?”, Seth Seaneke, Deputy CEO of FDA, explained that research conducted by the Food and Drugs Authority revealed that the airing of advertisements on alcohol and other adult-targeted consumables is supposed to be done after 8pm and before 6am when children are expected to be asleep.
“You’re not supposed to advertise alcohol before 8pm and after 6am…it’s based on the fact that children are supposed to sleep early.”
“With regards to alcohol advertisement, I think that there is also a lot of responsibility on parents…We cannot as a regulator reach everywhere so parents are also supposed to support.” he added.
Furthermore, he said his outfit has also banned some drugs which are harmful to Ghanaians.
According to him, most brand owners often mistook the FDA’s regulations for attacks on brands but added that those were rather intended to protect consumers in order to make informed choices.
He said the FDA is ready to dialogue with brand owners to come to an agreement on this.
Ijedi Philomena Iyoha, acting Registrar at Advertising Practitioners Council of Nigeria (APCON), in a remark, said though it was good to promote good advertising, the health of consumers should always be factored into the creation of brands.
Also on the panel was Gail Schimmel, CEO of Advertising Regulatory Board South Africa.
By Samuel Boadi