Representatives from five media houses met today to discuss the effects that a moratorium on promotion of alcohol would have on the media industry. The discussion was organised following the announcement made in the 2019 State of the Nation Address on a set of measures to be put in place regarding the control of production and promotion of alcohol in the country.
The media sector had not been involved in the discussions held, therefore the Seychelles Media Commission brought together Media House representatives with the aim to discuss their respective positions vis a vis the future promotion of alcohol, share their current policies on alcohol advertisement and to make proposals towards the National Alcohol Policy, which is currently under review, especially Section 7, that deals with Advertising and Promotion of Alcoholic Products.
Media representatives expressed that they would not welcome a ban on advertising of alcohol in the media houses are not simply making money from alcohol advertisements but doing it responsibly by promoting responsible drinking. Adverts have been accompanied by messages that also seek to educate the public against alcohol abuse, underage drinking and drink driving. Alongside advertising, the media carry other information on the dangers of alcohol abuse, in the form of educational spots, audio & visual programmes, as well as through articles.
The media representatives shared that the sector cannot solely be penalised, as other stakeholders have not been taking their own responsibilities, especially now that alcohol is considered a social ill. It was expressed that the media cannot be penalised for this situation and a ban on media advertising will not be the solution. Whilst there are laws and regulations that govern the production, sale and consumption of alcohol, have not been maintained and the regulators themselves have not been able to curb the situation that have now escalated.
A local ban will be unfair for the home grown media houses, especially when live international programmes broadcast locally, will be carrying alcohol adverts that will reach the locals through the same mediums that will be banned from advertising locally. This will prove to be unfair, the ban will not be extended to the live international programmes, such as football matches, that carry alcohol advertising.
Media representatives also shared that consequences of a total ban on mainstream media would cause a loss of revenue, which will culminate in staffing issues. In the current climate, media houses are facing issues with advertisers who are not advertising products as much, due to economic difficulties. Revenue received from alcohol advertisements, make a difference in the total revenue collected. This has so far allowed the private media houses to stay afloat. A total ban will force the hand of media institutions - this will mean the death of the pluralistic media that currently exists and mainstream media as we know it.
It was also observed that in the absence of alcohol advertising in the mainstream media, businesses will take their advertisements to social media and other platforms where there are no regulations or regulators. Messages will reach the under aged and the vulnerable. This will therefore not help in the fight against alcohol abuse.
The main recommendation that came from the discussion was that alcohol advertising in mainstream media should be regulated and not banned. Under a regulation, a broadcast time should be identified for alcohol advertising and that specific pages should also be identified for advertising in the print media. The media houses also requested that they meet with the High Level Committee discussing the issue of alcohol, to discuss these points.