Industry urged to unite over imminent liquor ad regulations

"The threats are real with many oft-stated intentions to legislate against marketers whose liquor brands are advertised on air and in print," says Stewart.

"Hand in glove with this threat is Government's planned three-tier system to systematically separate liquor manufacturing, wholesaling and retailing with the intention of empowering the previously disadvantaged by giving them access to further business opportunities. If accomplished, I predict this will open the portals to restrict or ban liquor advertising."

Stewart believes that the time is right for South Africa's media owners and marketers to stop bleating and stand together as an industry. "We have the power to sway public opinion," he says, "but we need to be united in our efforts.

As the newly appointed Chief Executive of the Marketing Federation of SA, I urge Mpho Makwana to take up the challenge and lead a united lobby against this potential legislation. The Citizen, for one, is prepared to contribute free advertising space and to run free ads and I'm confident that other media owners will come to the party in support of this cause. Whether they will be affected by a ban on liquor advertising or not, we need to take the view that this is merely another step. We've seen a ban on tobacco advertising come to fruition, now liquor is on the cards – what will be next?"

Stewart believes there may also be merit for marketers to self regulate and voluntarily add health warnings to their advertising. "Take the mass torts by American consumer fatties, adults and kids, against fast food giant MacDonald's and heed that warning," warns Stewart. "By adding health warnings to the ads, liquor marketers may be able to stymie any mass tort action before conception.

"The marketing, media and advertising industries need to fight this one with all their might, because it ultimately will affect all of us. There is a long list of products and services that could follow. What would happen if the government decided to ban soft drink advertising too? There would be a huge outcry from the advertising and marketing industries, not to mention from the retailers and wholesalers," says Stewart.