Bel Beverages, the renowned producer of Bel Aqua and Beli Ice, has found itself in hot water with the Food and Drugs Authority (FDA) over its marketing tactics. The company has come under scrutiny for allegedly using minors in the promotion of Bel Ice, an alcoholic beverage. The issue was brought to light when a concerned citizen, Samuel Bempong, took a stand and filed a complaint with the FDA after spotting the advert on popular social media platforms like Instagram and TikTok.
The complaint specifically calls out the involvement of a well-known social media influencer, Yeboah Danita Akosua Adomaah, also known as Afronita, in promoting Bel Ice alongside a minor. This has raised serious ethical and legal concerns regarding the use of children in alcohol advertising.
Represented by lawyer Nana Kofi Bekoe from Dzaisu, Eshun & Partners Legal Consult, the complainant has expressed deep concern over the exploitation of minors in promoting alcoholic products. This action is not only deemed unethical but also poses serious risks by exposing young individuals to the promotion of alcoholic beverages.
It's important to note that the FDA has previously established guidelines to regulate the advertising of food and beverages, with a specific ban on alcoholic beverage advertising before 8:00 pm in order to shield minors from exposure. Furthermore, the FDA has also prohibited celebrities from endorsing alcoholic beverages, a decision that is currently facing legal challenges in the Supreme Court.
The use of minors in alcohol advertising is a serious matter that demands immediate attention and action. Bel Beverages must address these allegations and take responsibility for their marketing practices. The protection of minors from harmful influences should be a top priority for all companies in the food and beverage industry.
As this issue unfolds, it serves as a stark reminder of the importance of ethical advertising practices and the need for stringent regulations to safeguard vulnerable groups in society. The outcome of this case will undoubtedly have far-reaching implications for the industry and set a precedent for responsible advertising moving forward. Stay tuned for updates as this story develops.
-By Ruth Addai | Ghana Crimes
