By Alex Boye
The Chief Executive Officer (CEO) of the Taabea Group of Companies, Christian Kwasi Agyeman, has expressed worry over the ban on celebrity endorsement of alcoholic beverages in the country.
He underscored the need for the Supreme Court to revise its ruling on the case.
With over 10 years’ experience in the alcoholic beverage industry and a member of the Ghana National Association of Traditional Healers, Taabea believes the current ban is misguided and that there is a better solution to protect children from exposure to alcohol advertisements than the current situation .
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“The Supreme Court’s decision to ban celebrities from promoting alcoholic drinks is too extreme, Instead of a complete ban, I propose that the timing of these adverts be shifted from the evening hours to the day time when children are in school” he stated.
Mr. Agyemang explained that the proceeds from these advertisements serve as a vital income stream for many celebrities in Ghana. “These endorsement deals are important source of revenue for celebrities. Banning them entirely means that we are depriving these individuals of the much-needed earnings.”
The Taabea CEO argued that his proposed solution of airing the ads during school hours would ensure that children are not exposed to the content after returning home in the evenings.
“This way, we can still allow celebrities to earn from these deals while also protecting our youth from the potential negative influences of alcohol marketing” he disclosed.
Mr Agyemang emphasized that his stance is not about promoting alcohol consumption but finding a balanced approach that considers the livelihoods of celebrities and the well-being of Ghanaian children.
“As an alcoholic drinks manufacturer I understand the importance of responsible alcohol consumption. However, we must also recognize the economic realities faced by many in the entertainment industry. My proposal aims to strike a compromise that benefits all stakeholders involved” he noted.
The Taabea Group of Companies CEO urged the Supreme Court to reconsider its ruling and work towards a more nuanced solution that addresses the concerns of both the FDA and the affected celebrities.
The Food and Drugs Authority (FDA) in 2015 enforced a directive meant to regulate the use of alcohol among Ghanaians. However, aspects of their guidelines prevent celebrities from advertising alcoholic beverages.
The Supreme Court by a majority decision upheld the Food and Drugs
Authority (FDA)’s directive which prevents celebrities from endorsing alcoholic drinks. Creative industry persons including Wendy Shay, Shatta Wale, Brother Sammy,Kuami Eugene, and Camidoh, have all spoken against the law and called on powers that be to repeal it, before the court action initiated by Mark Darlington.
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