The National Liquor Traders Council rejects alcohol advert ban. Image: Pixabay
(The Post News) – The National Liquor Traders Council (NLTC) has rejected the banning of alcohol advertising. It said a sustainable solution is needed to address the rise in substance abuse among youth. This comes after the Deputy President Paul Mashatile’s concerns, who highlighted that substance abuse not only harms young lives but also contributes to unemployment and crime.
According to Mashatile, alcohol advertising plays a significant role in promoting alcohol consumption among young people. However, NLTC convenor Lucky Ntimane said banning liquor advertising was a short-sighted approach to the issue.
Regarding the issue of substance abuse contributing to unemployment, Ntimane said that is true; however, banning ads will increase the unemployment rate in SA. “So we need to find a sustainable way in which we will address our issues but also maintain or even sustain the issue of job creation in our country,” Ntimane noted.
This follows the tabling of the Liquor Amendment Bill in Parliament, which seeks to ban the advertisement, promotion, and product placement of alcohol across all media platforms. It also calls for the state to actively counter the normalization of alcohol use and curb liquor-related harm by reducing the visibility and consumption of liquor.
EFF leader Julius Malema said South Africa should follow the example set with tobacco and impose a total ban on liquor advertising, arguing that current marketing glamorizes drinking while concealing its social costs. In 2013, when the Cabinet first signaled its intention to tighten alcohol advertising, the South African Liquor Brandowners Association (SALBA) warned that a prohibition would hurt the economy and lead to job losses in sectors such as sports sponsorships, broadcasting, and advertising.
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