Ghanaian media personality and playwright George Quaye has shared his perspective on the Supreme Court's affirmation of the Food and Drugs Authority's (FDA) regulations barring celebrities from endorsing alcoholic drinks.

He expressed disappointment in the verdict, noting its potential to deprive certain celebrities of the chance to earn income for their sustenance.

The playwright argued that the notion of celebrity endorsements of alcoholic beverages corrupting youth morality lacks solidity, given that these products are routinely advertised in the media without consequences.

In a conversation with GhOne TV after the court ruling, Quaye said, "Well, the court has spoken. For us, I don't think the war is between [the] FDA and celebrities. We're all seeking to ensure that we have a safe society where kids can grow without being influenced negatively by anything. You want to implement laws, but you need to implement those laws in such a way that you do not take food out of someone's mouth.

"We've said it time and again that celebrities are people that can help raise children positively. So you need to find creative ways to rather use them toward your brand and pull them to your side," he said.

Quaye also urged the FDA to collaborate with celebrities to determine a method of promoting alcoholic beverages that doesn't adversely affect children.

"This is not something that I think that [the] FDA should be hard and fussed about. I think what the FDA is to do is to find a middle ground, to sit with these popular people and find the best way to ensure that we can all eat. We can all ensure that alcoholic beverages are not destroying our children," he added.

Background

The Supreme Court upheld the FDA's guidelines that prevent celebrities from advertising and endorsing alcoholic beverages.

Initially set in 2016, these guidelines stated that no celebrity or professional should feature in alcohol advertisements.

However, Mark Darlington Osae, manager of the musical duo Reggie N Bollie, challenged this directive, claiming it was 'unconstitutional' and 'discriminatory'.

He sought the Supreme Court's intervention to overturn the FDA's regulation, citing it as a violation of equality and non-discrimination clauses in the Constitution.

However, as reported by citinewsroom.com, in a ruling delivered on June 19, 2024, the Supreme Court, led by Chief Justice Gertrude Torkornoo, dismissed the suit and ruled in a 5-2 majority that the FDA's guidelines are constitutional.

About the suit

The FDA directive, which states "no well-known personality or professional shall be used in alcoholic beverage advertising", was challenged in 2023.

The legal challenge sought to annul the FDA's guideline on the grounds that it contravened Articles 17(1) and 17(2) of the 1992 Constitution, which ensure equality before the law and prohibit discrimination based on social or economic status or occupation.

Despite the ruling, prominent figures in the creative industry, such as Wendy Shay, Shatta Wale, Brother Sammy, Kuami Eugene, and Camidoh, have disapproved of the FDA's directive.

They contend that the prohibition on celebrity endorsements of alcoholic products significantly impacts their earnings and livelihoods.

Watch the video below:

CEO of Image Bureau, George Quaye expresses disappointment in the Supreme Court's decision to affirm F.D.A's ban on celebrities in alcohol advertisements...#GHOneNews #GHOneTV pic.twitter.com/j7U8ugBQX4

— GHOne TV (@ghonetv) June 19, 2024