Welcomes Supreme Court Ruling on Celebrity Endorsements in Alcoholic Beverage Advertisements

Consumer Protection Agency (CPA) Welcomes Supreme Court Ruling on Celebrity Endorsements in Alcoholic Beverage Advertisements

The Consumer Protection Agency (CPA) has expressed its delight and support for the Supreme Court’s decision to uphold the ban on using celebrities in alcoholic beverage advertisements. This ruling aligns with the CPA’s long-standing position on the matter, dating back to 2007 when it challenged Guinness Ghana Limited’s use of Black Star players in alcohol beverage advertisements.

According to Kofi Capito, the CPA’s stance is rooted in the Quebec Protocol, which Ghana has signed, and the Ghana Advertisers Association’s code of ethics. These guidelines explicitly prohibit the use of influential figures, such as footballers, radio and television personalities, doctors, and politicians, in alcoholic beverage advertisements, as they may appeal to the youth.

The Quebec Protocol states in section 11 that “neither packaging nor communication of alcoholic beverages should have characters who have influence on the youth.” Similarly, the Ghana Advertisers Association’s code of ethics states that “no advertisement for alcoholic beverages will be allowed in children’s religious and sports programs” and that “children, professional sportsmen and women, or pregnant women (on television) must not be used as models.”

The CPA has criticized media houses and advertising agencies for flouting these guidelines, despite the Supreme Court’s affirmation of the ban. The agency is urging the Food and Drugs Authority (FDA) to enforce the rules and guidelines rigorously, particularly in light of recent surveys indicating that many children are exposed to alcoholic beverages at an early age.

The CPA notes that it is alarming that 67% of children exit senior high school having been exposed to alcoholic beverages, and this should be a concern to every parent and citizen of Ghana.

The CPA has also expressed disappointment in celebrities who promote alcoholic products, questioning whether they would still exist if they didn’t advertise for these products.

The agency believes that these celebrities are being supported by alcoholic beverage manufacturers who exploit their influence on the youth to sell their products and maximize profits. The CPA wonders if these celebrities cannot find alternative products to advertise, ones that do not harm the youth.

The CPA is appealing to parents, especially mothers, to rise and support the FDA and the CPA in ensuring that the rules and guidelines are adhered to, protecting the well-being of Ghana’s youth.

The agency believes that the Supreme Court’s ruling is a victory for consumer protection and a step in the right direction towards safeguarding the youth from the harmful effects of alcohol consumption.