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Why South Africa’s Proposed Alcohol Ad Ban Has Sparked Fierce Pushback
A battle over advertising and health
South Africa is once again at a crossroads in its long and uneasy relationship with alcohol. Earlier this month, the Economic Freedom Fighters (EFF) tabled a private member’s bill calling for a complete ban on alcohol advertising. Their argument is that glossy campaigns mask the darker reality of binge drinking, gender-based violence and drunk driving.
The draft bill would also prevent alcohol brands from sponsoring events, using logos or running promotions that link drinking to sport, success or leisure. EFF MP Veronica Mente put it bluntly: bright, attractive adverts reach young children who grow up believing alcohol is part of achievement and lifestyle.
Billions on the table
The scale of South Africa’s drinking culture is hard to ignore. Between Christmas and New Year’s Day alone, South Africans spent more than R7.7 billion on alcohol. Yet according to Deputy Minister of Social Development Ganief Hendricks, the annual social and economic cost of alcohol abuse is even steeper, estimated at nearly R38 billion. This includes lost productivity, health costs and crime.
Traders push back
Not everyone is convinced that banning ads will change behaviour. Lucky Ntimane, chair of the National Liquor Traders Council, argues that the proposal is built on assumptions rather than evidence. He warns that removing alcohol advertising could fuel the illicit and counterfeit trade, cut into tavern earnings and even cause job losses in an already fragile economy.
Ntimane has labelled the proposal “self-sabotage”, questioning why a country battling high unemployment would risk destroying jobs linked to an industry that remains a key revenue generator.
Lessons from abroad
South Africa is not the only nation grappling with this issue. Globally, alcohol advertising spend is vast, topping $23 billion last year. But big brands have found ways to sidestep restrictions by focusing on their non-alcoholic ranges.
Heineken, for instance, has invested $300 million into Formula 1 sponsorships, promoting its 0.0% beer in markets where alcohol ads are banned. Similarly, at the 2024 Paris Olympics, AB InBev promoted Corona Cero, marking the first time a non-alcoholic beer became an official Games sponsor. Critics say this strategy allows alcohol companies to bypass restrictions while keeping their branding front and centre with young audiences.
The bigger picture
The push to ban alcohol advertising in South Africa highlights a tension between public health priorities and economic realities. While there is no doubt about the social harms linked to drinking, the lack of clear scientific evidence connecting adverts directly to consumption leaves the debate unsettled.
For now, the question remains: will South Africa follow through with a bold advertising ban, or will economic pressures keep the industry’s billboards, TV spots and event sponsorships alive?
Also read: WDB Trust pays tribute to Dr Anne Letsebe, a lifelong advocate for women’s empowerment
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Source: The Citizen
Featured Image: BusinessLIVE
