Accra Brewery Limited (ABL), a subsidiary of Anheuser-Busch InBev (ABInBev), the world’s largest brewer, participated in a national alcohol marketing and advertising co-regulation workshop that engaged government, stakeholders and industry players on responsible marketing and advertising of alcohol in Ghana.
The workshop was organised by the Association of Alcohol Manufacturers and Importers (AAMI) together with the World Federation of Advertisers (WFA) and the International Alliance for Responsible Drinking (IARD).
Speaking on AAMI’s contribution to responsible marketing and advertising of alcohol in Ghana, Ms. Adwoa Aaba Arthur, ABL’s Director of Legal & Corporate Affairs, stated that “AAMI’s Code of Commercial Communication, enforced in 2016, represents a firm commitment by its members to observe the highest standards in all our commercial communications activities”.
The Code, which is ethical, legal, honest, and truthful, adheres to Ghana’s National Alcohol Policy and the Food & Drugs Authority (FDA) laws on alcohol consumption.
“In addition, the Code requires its members to encourage responsible drinking, and refrain from advertising ambiguous, misleading messaging that would promote violent, anti-social behaviour and hazardous activities”, Ms. Arthur said.
Furthermore, Ms. Arthur mentioned that AAMI does not “and will not portray anyone lacking or having diminished control over their behaviour, movement, vision, or speech in any way that suggests that intoxication is acceptable”.
She noted, however, that one of AAMI’s challenges in improving alcohol advertising and marketing standards in Ghana, is non-compliance by small-scale and alcohol beverage manufacturers.
In conclusion, Ms. Arthur proposed that existing laws regulating manufacturers and importers should be strictly enforced. “Also, education and awareness of regulations should be shared with all alcoholic beverage manufacturers.”
Delivering a keynote address on behalf of Mr Kwaku Agyemang Manu, the Minister of Health, Mr. Adusei stated that “alcohol manufacturers and importers should understand their responsibility to develop, produce, market and sell their products responsibly”. He also urged AAMI to “engage with other stakeholders to ensure that the rest of industry aligns with responsible marketing and advertisement of alcohol”.
In addition to our investment in a Healthier World, we also invest in a Cleaner World where our natural resources are shared and preserved for the future; and in a Growing Wold where everyone has the opportunity to improve their livelihood.
ABL has been a major player in the Ghanaian alcoholic and non-alcoholic beverage market since 1931. We proudly count CLUB Premium Lager, Eagle Lager, Eagle Extra Stout, CLUB Shandy Bͻsoԑ, Stella Artois; and our non-alcoholic malt beverage, Beta Malt, as brands on offer to our cherished customers.