Charles Maringo
17 July 2007
opinion
Nairobi — The recent guidelines for alcohol business cannot go unchallenged.
First, there is no such thing as responsible drinking! Consuming alcohol products at the age of 18 and above does not make alcohol safer. Whichever way you look at it, alcohol is an addictive drug. Just like a journey of a thousand miles begins with a single step, the road to alcoholism and related consequences commences with a sip, a glass, a bottle, several bottles and whisky.
Finally, it leads to illicit brews as the habit becomes too expensive to maintain. Throughout the journey, there are direct and indirect costs individuals, families and society bear. The guidelines clearly demonstrate why the industry cannot regulate itself.
At best, they are weak, misleading, non-binding and meaningless. They give a false perception of the industry concerns about the effects of their products. In essence, this is just a cleverly thought out alcohol public relations exercise. The idea is an industry-driven attempt to forestall Government regulation. It is rather coincidental that the guidelines have coincided with the gazettement of Nacada, the Government agency mandated to handle all issues concerning drug use and abuse, to a full parastatal and the development of an alcohol policy.
The context in which alcohol is consumed has changed. Previously, it was for particular occasions - funerals, weddings and other special events. Children and young people were forbidden culturally and socially to drink alcohol. It was taboo to be seen drunk. But globalisation, advertising, promotion and marketing of alcoholic products have changed all that.
We now see the alcohol industry in its cleverly designed corporate social responsibility gimmick - involvement in hospitals, schools, university sponsorship and youth activities and programming.
The main purpose of advertising is to get new and fresh consumers. For alcoholic products, new users are required to replace the dead and the dying. Therefore, any activity that interferes with this line of thinking is simply defeatist. The preparation of an industry advertising guideline is meant to confuse the public and consumers.
Clearly, advertisement time slots are designed to target young people. Most movies and other programmes occur after 7.30 pm. This guideline covers only radio and television. There is deliberate exclusion of other advertising media such as caps, T-shirts, competitions, promotions, umbrellas and other brand logos and corporate colours.
The guidelines are short on definitions of moderate consumption, responsible drinking and children and there is no mention of penalties for those who do not abide by the guidelines. The items listed do little to prevent the increasing alcohol abuse. This is typical of self-regulated initiatives. Invariably, they all fail. That is, after all, the main agenda of the guidelines.
Some FM radio stations are already advertising cigarettes despite a self-regulated ban agreement in the tobacco industry. The alcohol industry has cleverly sought and obtained the support and signatures of two Government departments who are only competent on one side of the equation.
This is classic divide-and-rule and an attempt to subvert regulation. They have learnt from the tobacco business. Some Government departments will not support the guidelines. The alcohol industry is least placed to regulate advertising, promotion and marketing activities due to a serious conflict of interest and their addiction to profits.
The writer is a public health specialist
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