CEO of the Drinks Federation of South Africa, Angela Russell, unpacks the impetus behind the revised Alcohol Industry Communications Code of Conduct.
The best way for an industry to inculcate a culture of responsibility is to review the narratives, images, and advertising campaigns to ensure they reflect our commitment to responsible communication and fostering a responsible drinking culture. South Africa is among the 58% of countries globally that employ self-regulation as a mechanism for responsible advertising of alcohol products. Self-regulation refers to the industry’s voluntary adherence to guidelines and best practices beyond statutory requirements. This proactive approach ensures advertising and marketing strategies across the board comply with legal standards and additional industry requirements, fostering a culture of responsibility and integrity.
Given the significance of this responsibility and a mandate from its members, the Drinks Federation of South Africa (DF-SA) has implemented the revised Alcohol Industry Communications Code of Conduct, which was previously under the custodianship of Aware.org.
The Code serves as a benchmark for responsible advertising, marketing, and promotion of alcohol products in the country and aligns with the National Liquor Act, thus reinforcing responsible and ethical communication practices.
The Code covers several aspects related to alcohol advertising and marketing, brand promotions, sponsorships, events and competitions.
• This includes ensuring that adverts appeal to adults by prohibiting the use of cartoons, icons, characters, music, gestures, phrases, or celebrities that primarily appeal to minors.
• Celebrities may not be seen to consume alcohol and if they address the audience, their
message should include a responsible drinking message.
• Adverts may not glamourise alcohol consumption and may not imply business, social,
professional, academic, athletic, financial, or other personal success as a result of the
product.
• To prevent access for those under 18, all websites and social media must have age-
verification mechanisms. Furthermore, the Code also provides information related to the required safety messaging as well as detailed technical details related to the various
advertising channels
Significant updates to the Code
The industry collaborated extensively to revise the Code, introducing key changes. Significant revisions include prohibiting alcohol branding on delivery vehicles to eliminate moving “billboards.”
Instead, these vehicles should display messages promoting responsible drinking and direct
consumers to a non-profit’s alcohol harm reduction website. The revised Code also seeks to bring accountability to the e-commerce and digital space These revisions set stringent standards for ethical advertising and responsible messaging in the drinks industry. The DF-SA is leading a unified effort to foster a drinking culture grounded in accountability and safety. Together, we can create a positive and lasting impact on our society.
