GTA CEO calls for review of Supreme Court verdict on celebrity endorsements of alcoholic drinks

By Isaac AIDOO, Accra

The Chief Executive Officer of the Ghana Tourism Authority, Mr. Akwasi Agyeman, has expressed his support for a review of the Supreme Court’s verdict upholding the Food and Drug Authority’s directive preventing celebrities and public figures from endorsing alcoholic drinks.

Mr. Agyeman believes that there should be guidelines in place that benefit both the industry and the artistes, and called for further conversations to come up with the right framework.

He was speaking at the opening of the West Africa Music & Arts Festival in Accra

Endorsed by the GTA and supported by Warner Records Africa among other partners, the festival is dedicated to promoting cultural exchange, fostering collaboration, and showcasing the best of West Africa.

Mr Agyeman questioned the logic in preventing celebrities from endorsing alcoholic drinks, while their music could still be used in adverts.

He also highlighted the challenges faced by local leagues and events in securing sponsorship from beverage companies due to the current regulations.

“How do we say that they cannot benefit? But at least there is a thin line between endorsement and also behaviours that may not be prudent. And so it needs further conversations so that we can come up with the right framework,” he submitted.

Mr Agyeman noted that “a lot of beverage companies, if you take, for example, the Champions League, anytime I’m watching any Champions League, I see a Heineken advert but then in Ghana, alcoholic beverages cannot support a local league.  So it becomes very difficult to understand where we are coming from and how we can help companies.”

According to the GTA CEO, “even some of the companies have said that they would need some rebates, discounts, tax incentives to be able to support sports, to be able to support the arts. So I think it’s a conversation that should not end with a verdict.”

Mr. Agyeman’s comments suggest that the GTA is open to finding ways to support the creative arts and sports industries, while also ensuring responsible advertising practices.

 The call for a review of the verdict is likely to spark further debate and discussion in the industry.”