The Economic Freedom Fighters (EFF) has introduced a Private Member’s Bill in the National Assembly aimed at instituting a sweeping ban on alcohol advertising.
This bold move, spearheaded by MP Veronica Mente, seeks to amend the Liquor Act of 2003, which currently allows for advertising, promotion, and product placement of liquor across various media channels.
It is explained that the Liquor Amendment Bill proposes stringent measures to curtail the marketing of alcoholic products, explicitly prohibiting the use of liquor brand elements, company names, or sponsorships at organised events.
The EFF argues that the pervasive marketing of alcohol not only glamorises its consumption but also obscures the serious social and health issues that accompany excessive drinking, including rising incidents of gender-based violence, road fatalities, and pressures on the public health system.
In a statement underscoring the urgency of their proposal, the party highlighted that, “The true cost of alcohol abuse is carried by society as a whole, while corporations escape accountability through slick advertising and irresponsible promotion. The party reveals that it has taken this decisive step to ensure that public health, social stability, and the dignity of our people are prioritised above the profits of liquor corporations. We live in a society where alcohol has been normalised and marketed as a lifestyle aspiration. Bright and attractive adverts target even young children, who grow up associating alcohol with success, sport, and leisure.”
The party's stance reflects growing concerns that alcohol advertising is a veiled attempt to normalise and perpetuate harmful behaviours.
The EFF has also called upon the Speaker of the National Assembly to expedite the referral of the Bill to the Portfolio Committee on Trade, Industry and Competition. In their appeals, they emphasised the necessity for Parliament to act decisively against the alcohol abuse epidemic that has wreaked havoc on families and communities across the nation.
“The Bill’s provisions are straightforward, desperately needed, and cannot be subjected to unnecessary delays,” the party insisted.
Furthermore, the EFF has rallied support from other political entities, civil society organisations, and local communities, prompting a collective response to address the pressing issues surrounding alcohol consumption. The party particularly urged parents and educators to recognise the dangers posed by alcohol advertising, which often targets younger audiences and associates liquor consumption with success, sporting prowess, and leisure activities.
By advocating for a total ban on alcohol advertising, the party says it seeks to demonstrate parliament's commitment to human welfare, underscoring that legislative action is imperative in confronting South Africa’s alcohol abuse crisis.
Saturday Star