Aware is on a mission to combat underage drinking and abuse

Alcoholism in South Africa has been a huge issue in the country for a long time.

The Association for Alcohol Responsibility and Education (Aware.org) is the alcohol industry’s response to concerns regarding alcohol misuse and abuse especially since underage drinking on the rise, according to them.

They are on a mission to change the game and the industry with the launch of the new code of commercial communications for alcohol beverage brands. It sets out clear guidelines for responsible marketing of liquor products to reduce harm.

The campaign launched on 28 January where a number of notable speakers raised their concerns over the matter.

The event was opened by the vice-president for corporate affairs at South African Breweries Zoleka Lisa.

On behalf of the chairman of the board of Aware.org, Lisa said, “The launch of our marketing code is an important step towards demonstrating our full commitment as an industry to responsible marketing in South Africa.

“Industry experts have to come together to achieve a common industry vision which will lead to a culture of responsible drinking in SA.”

In 2017 Aware.org established a partnership with alcohol industry manufacturers and government as an independent non-profit organisation with the mandate to focus on alcohol reduction in SA. With a clear mandate, Lisa said that this is no small feat. “In this step forward there needs to be sustainable social change. The introduction of the self-regulated code is more than just a promise, it goes beyond just simple compliance.”

Chief director of the national liquor authority at the Department of Trade and Industry, Prea Ramdhuny, said that government has major concerns over this issue. “Some of the major issues right now is the accessibility to alcohol, the availability and the advertising and marketing. We need to flood the market with responsible messaging,” Ramdhuny said.

She stressed the fact that there needs to be a radical approach. Industry experts have to do the groundwork and go beyond their offices.

“Increasing the drinking age from 18 to 21 because underage drinking is a huge issue in this country. And to the people in the industry, I hope you have taken the opportunity to visit townships, to visit the communities, to go to where the consumer is. You cannot sit in a room and think you know what is going on in South Africa – get out there.”

According to the World Health Organisation, South Africa is the sixth-largest drinking nation in the world, even though only 30 per cent of South Africans consume alcohol. This means that 30 per cent is drinking excessively.

Ingrid Louw, CEO of Aware.org said that the code should become second nature. “The code is the industry standard that we can and must live by,” she said.

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