Accra, Ghana – June 19, 2024 – In a landmark decision, Ghana’s Supreme Court has upheld the Food and Drugs Authority (FDA) directive banning well-known personalities and celebrities from endorsing alcoholic beverages. This verdict is being celebrated as a significant public health victory by Vision for Alternative Development, Ghana (VALD), and the Ghana NCD Alliance.
Expressing gratitude, the civil society actors in the health and development sectors commended the panel of judges for prioritizing public health interests over commercial interests. They emphasized the protection this ruling offers to Ghanaian children, youth, the poor, and the vulnerable from the harmful effects of alcohol use and exposure.
“This is a pivotal moment in safeguarding the health and well-being of our nation’s children and youth,” stated Labram Musah, Executive Director of VALD and National Coordinator of Ghana NCD Alliance. “We stand at the forefront of a critical battle, juxtaposing predatory commercial exploitation against the fundamental rights of our children.”
Throughout the trial, evidence highlighted the severe consequences of unchecked alcohol marketing, particularly when promoted by celebrities. Global consensus, from organizations such as UNICEF and The Lancet, affirms that alcohol promotion among young minds poses a significant threat to public health and societal well-being.
“Every decision to drink alcohol is influenced, at least partly, by marketing. High-profile mass media and digital marketing of alcohol trigger unintended purchases, especially among young people,” the spokesperson added. “The alcohol industry’s campaigns are curated to tie alcohol to a sense of belonging, attractiveness, and other appealing attributes, with children being their prime target.”
The ruling is expected to contribute significantly to reducing non-communicable diseases such as hypertension, diabetes, stroke, kidney, liver, and heart diseases. Additionally, it will alleviate the burden on the national health insurance scheme.
Ghana’s bold stance on implementing regulations to protect the youth from harmful celebrity-endorsed alcohol advertisements is seen as a testament to the nation’s commitment to prioritizing the welfare of future generations over commercial interests.
“We reaffirm our dedication to upholding these vital protections. We refuse to succumb to profit-driven agendas that jeopardize our nation’s health and prosperity,” the statement continued.
Civil society groups are calling on all stakeholders, including government, media, academic institutions, religious and community groups, and celebrities, to unite to safeguard the youth from alcohol marketing. They urge celebrities to reject alcohol endorsements and use their influence to promote healthier lifestyles.
The Supreme Court’s decision is expected to serve as a case citation for other countries formulating public health policies regarding alcohol and other health-harming products such as tobacco and sugary drinks. The global public health community has followed this case with keen interest, and the ruling is anticipated to have historical significance.
“We salute the celebrities who supported the FDA’s ban and encourage all to use their platforms to advocate for healthier choices,” the spokesperson concluded. “Let’s create a world where health, well-being, and positive choices take center stage.”
This verdict reinforces WHO’s recent declaration that no level of alcohol consumption is safe and underscores the importance of regulatory actions that protect public health by limiting the influence of marketing strategies leading to harmful behaviors.
For more information, contact Vision for Alternative Development, Ghana.
Media Contact: Vision for Alternative Development, Ghana
Email: info@valdg.org
Phone: +233-123-456-789
About Vision for Alternative Development, Ghana: Vision for Alternative Development (VALD) is a leading civil society organization dedicated to promoting health and development in Ghana. VALD focuses on advocating for policies that protect public health, particularly among vulnerable populations.
