General News of Sunday, 18 February 2018
Source: citifmonline.com
2018-02-18
FDA says it will strictly enforce the laws as the number of alcohol ads during the day has increased
The Food and Drugs Authority (FDA) says media houses who blatantly disregard its directive against the advertisement of alcoholic beverages before 8pm will be dragged to court.
The Authority said it has been compelled to take the decision due to the consistent failure of a number of media houses to heed the ban.
The FDA, in January 2018, said it would strictly enforce the regulations which prevent manufacturers of alcoholic products from advertising their products on radio and television between the hours of 6am and 8pm.
The FDA’s current guidelines for the Advertisements on Foods (Section 3.2.6) and specifically the requirements for advertisements of alcoholic beverages, states that: “Radio and Television advertisements shall not be aired between the hours of 0600 am and 2000.”
However, lax enforcement of this regulation has seen alcoholic beverages advertised at all times of the day.
Following the FDA’s threat, some alcoholic beverage-producing companies have sought to get the ban reviewed.
But the Public Relations Officer of the FDA, James Lartey said the Authority will not compromise on its stance and will ensure that those found culpable are dealt with according to the law.
“Where there is a guideline the FDA has come up with to regulate an industry and one goes against the guideline, a person is supposed to be fined 2,500 penalty units [GH¢30,000]. But we have an LI that was passed for us by Parliament and it allows us to charge a maximum of GH¢25,000.”
“Anyone who refuses to pay the amount will be prosecuted. You will be jailed a period of 5 years in addition to the fine the person refused to pay. We have written to them [erring organizations], we have written to the police. When it comes to the area of prosecution, the police will pick it up, do the investigation and the rest will follow,” he said.
Regulation needed
The FDA earlier stated that the ban had become necessary because of the rise in the number alcohol ads during the day enticing minors to try these beverages, and ultimately affecting their health.
“Currently we have looked at the level of alcohol consumption in the media, it is very bad. And I think the earlier, we bring some stringent measures the better. So we feel that this is an attempt to actually enforce that aspect of the regulation,” he said.
He said, for now, the FDA is targeting the traditional media outlets although they are aware other channels could be used to promote these beverages.
James Lartey, however, suggested that in time the Association will look at enforcing the law on these other channels, including the various social media platforms.
“For now we are looking at TV and radio, that is what our regulations say, TV and radio, but like I mentioned earlier, regulation is dynamic, as we go along if we realized the need to include another medium, why not we will,” he said.