Advertisers stand behind alcohol ads
Published:Thursday | May 1, 2014 | 12:00 AM
The Advertising Agencies Association of Jamaica (AAAJ) has declared that its members strictly adhere to the guidelines in the Code of Advertising Practice and ensures responsible commercial communication for all clients and products including alcoholic beverages.
AAAJ President J.J. Foote was responding to recent comments from Health Minister Dr Fenton Ferguson about the banning of liquor advertising during prime time.
Addressing a church service in Morant Bay, St Thomas, on the weekend, Ferguson told those in attendance that chronic non-communicable diseases are killing Jamaicans, and that smoking and the abuse of alcohol are the main contributing factors.
Ferguson said prime-time advertisement of alcohol had not missed his attention, and that he intended to meet with the alcohol industry to address the matter.
However, Foote said: "Our industry abides by a Code of Advertising Practices supported by a Code of Communication Practices developed and implemented by Jamaica Alcoholic Beverage Association (JABA) which ensures that both the messaging and the visuals in all ads promote responsible consumption by adults."
Among several directives included in the code are requirements to target adults in all alcoholic-beverage communication with absolutely no targeting of children and to actively promote responsible use of alcoholic products in both messaging and visuals.
Partner with industry
Foote continued, "the industry does not condone over consumption, and in fact, promotes responsible consumption".
The AAAJ proposed that the minister's objectives would be better served if the Government joined with the liquor industry in promoting responsible drinking.
"To this end, the AAAJ has requested a meeting with the minister and all stakeholders to discuss his pronouncement and the issues involved," the association said.
"Advertising plays an important role in the economy. Effective communication helps companies create more jobs, pay more tax and contribute directly to economic growth," said Foote.