The Director of Legal Affairs at the Food and Drugs Authority (FDA), Joseph Yaw Bernie Bennie, has addressed concerns regarding the ban by the FDA on the use of celebrities in alcohol advertisements.

According to him, the FDA was not targeting any group of people, especially celebrities with its guidelines.

In an interview with TV3 on June 25, 2024, Joseph Yaw Bernie Bennie argued that the FDA’s decision was necessary due to the power of endorsements by celebrities and well-known personalities, particularly in the context of alcohol consumption.

“We are not discriminating against anybody. And the Supreme Court has loudly and clearly said that we are not discriminating against anybody.

“Well-known personalities have an impact on society, and most especially on the youth and minors who look up to them. So when you put these things together, we are saying that when well-known personalities advertise alcoholic beverages, they will increase the level of consumption of alcohol. And the impact, the negative impact of alcohol on public health will eventually also increase,” he said.

He added that the ban on alcohol advertisements by celebrities was part of a gradual process to enact a full ban on alcohol advertisements in general.

Eventually, when we study the situation, it's good enough to ban alcohol advertisements, just as it's been done for tobacco,” he said.

Background

The FDA's current guidelines prohibit celebrities and professionals from appearing in alcohol advertisements to protect minors from celebrity influence and prevent underage alcohol addiction. This policy aligns with the World Health Organization's (WHO) efforts to safeguard youth from alcoholism.

Despite challenges to the FDA's directive, including a lawsuit by citizen Mark Darlington alleging constitutional violations, the Supreme Court upheld the FDA's decision in a 5-2 majority ruling on June 19.

The court found that the FDA's actions were neither unreasonable nor unconstitutional.

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