Presentation to the Portfolio
Committee on Social
Development
Cape Town
20 October 2009
Agenda
Global Developments
The Problem
ARA History and Mission
Focus Areas
Activities
Global Developments
World Health Organisation Concerns
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Premature alcohol-attributable deaths
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High ranking as a risk factor for the global burden of disease
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Link to violence, including domestic violence, road traffic accidents and
other social problems
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Harm to people other than the drinker
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Harm caused by drinking during pregnancy
Global Developments
• World Health Assembly 2008
• Resolution WHA 61.4 (“the most significant review of
alcohol policy in 25 years”)
Resolution WHA 61.4
REQUESTS the Director-General:
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to prepare a draft global strategy to reduce harmful use of alcohol that is
based on all available evidence and existing best practices and that addresses
relevant policy options, taking into account different national, religious and
cultural contexts, including national public health problems, needs and priorities,
and differences in Member States’ resources, capacities and capabilities;
to ensure that the draft global strategy will be composed of a set of proposed
measures recommended for states to implement at the national level
taking into account the national circumstances of each country;
to include full details of ongoing and emerging regional, sub-regional and
national processes as vital contributions to a global strategy;
to collaborate and consult with Member States as well as consult with
intergovernmental organizations, health professionals, nongovernmental
organizations and economic operators on ways they could contribute to
reducing harmful use of alcohol;
to submit to the Sixty-third World Health Assembly, through the Executive Board,
a draft global strategy to reduce harmful use of alcohol.
Global strategy development
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Web based consultation October/November 2008
Meeting with economic operators 6 November 2008
Meeting with NGO’s and health professionals 24/25 November 2008
Consultation meeting with member states 29 February 2009
Six Regional technical consultation meetings with member states
February to May 2009
WHO working document 27 August 2009
Meeting with Inter-governmental organisations 8 September 2009
Meeting with member states on 8 October 2009
Strategy to be discussed at Executive Board in third week of January
2010
If agreed by Executive Board will be presented to World Health
Assembly in May 2010 for approval
WHO Working Document
27 August 2009
The strategy has five objectives:
(1) raised global awareness of the magnitude and nature of public
health problems caused by harmful use of alcohol, and
increased commitment by governments to act to prevent and
reduce harmful use of alcohol
(2) mobilization of all relevant parties to take appropriate and
concerted action to prevent and reduce harmful use of alcohol
(3) support and enhancement of national capacity and capability in
order to prevent and reduce harmful use of alcohol, as well as
to treat alcohol-use disorders and associated health conditions
(4) strengthened knowledge base on the magnitude and
determinants of alcohol-related harm and on effective
interventions to reduce and prevent such harm
(5) better systems for monitoring and surveillance at different
levels, and securing effective dissemination and appropriate
application of this information.
Industry commentary
• We strongly support WHO/Member State efforts to identify and
implement sound approaches to reduce the harmful use of
alcohol.
• We play an active role in efforts to reduce harmful use, are
willing to do more along with relevant others, and want to be
constructive in our input.
• However, we believe the paper does not provide a full and
balanced discussion of options, evidence or implementation
considerations and costs with which Member States (developed
and developing) must grapple as they consider how to costeffectively and sustainably reduce harmful use of alcohol.
• The paper focuses almost entirely upon strict government
control of commercial activity and availability, and is highly
prescriptive without providing clear, evidence-based analysis of
the full range of potential options, stakeholder roles and
responsibilities and implementation considerations.
The problem
• Excessive drinking
• Drinking and driving
• Underage drinking
• Violence
• Foetal Alcohol Spectrum Disorder
The problem
• “FOETAL ALCOHOL SYNDROME’S HARVEST OF
SORROW” – Cape Times 3 March
• “SOUTH AFRICANS DRINK TOO MUCH” – Citizen 17 March
• “ALARMING SITUATION OF ALCOHOL AND DRUG ABUSE
AMONG CHILDREN IS GETTING WORSE” – Cape Times 19
March
• “SA VIOLENCE FUELLED BY ALCOHOL” – Weekender 26
April
• “KIDS HIT THE BOTTLE YOUNGER” – Citizen 23 August
• “DEATH IN A DOP BOTTLE” – Daily Voice 5 May
• “LIQUOR BILL IGNORES THOSE WHO BEAR THE BRUNT
OF ALCOHOL ABUSE” – Cape Times 3 July
• “ANATOMY OF A NIGHTMARE” – Mercury 9 July
– “Alcohol and substance abuse are a key factor in contact crimes
such as rape, murder, assault and robbery…”
• “DRINK STILL THE CURSE OF THE CAPE – Weekend Argus
8 November
The Industry Association for Responsible
Alcohol Use (ARA)
• Established by the major manufacturers in 1989
• Current full members: SAB, SALBA, VinPro, Wine
Cellars SA
• Associate members (e.g. TOPS, Makro, Diamond
Liquors) some 70 in total
• Registered with the Department of Social
Development as a NPO
ARA Mission
To reduce alcohol-related harm
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combating the misuse and abuse of alcohol beverages, and
promoting only their responsible use.
ARA Focus Areas
• Effective self-regulation by member companies, and other alcohol beverage
manufacturers, distributors and retailers
• Partnerships - with government, public health bodies and other
relevant stakeholders to combat misuse and abuse
• Education - on the nature and risks of alcohol misuse and abuse,
and on the responsible use of alcohol beverages
Effective Self-regulation
Codes of Practice:
– ARA Commercial Communications Code (CCC)
(includes advertising, promotions, packaging,
digital and media rules)
– Advertising Standards Authority Code (based on
ARA CCC)
– Code of Conduct for all ARA members presented
to Minister of Trade and Industry for endorsement
in accordance with the Liquor Act of 2003
Draft Code presented to DTI
CONDUCT PROMOTING A RESPONSIBLE ATTITUDE TO THE
COMMERCIAL COMMUNICATION OF ALCOHOL BEVERAGES
– ARA members adhere to the ARA Code of Commercial
Communication.
CONDUCT RELATING TO THE PURCHASE, DISTRIBUTION OR SALE
OF ALCOHOL BEVERAGES
– ARA members will not supply alcohol beverages as an
inducement to employment or in lieu of wages or
remuneration.
– ARA members will not purchase, distribute or sell illicit or
stolen alcohol beverages.
– ARA members will not supply alcohol beverages to anyone
who has been convicted of the offence of selling alcohol
beverages to a minor.
– ARA members will not supply alcohol beverages to anyone
who has been convicted of the offence of selling alcohol
beverages to an intoxicated person.
Draft Code
CONDUCT RELATING TO CONSUMERS
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Alcohol beverages are not sold or supplied to minors. If uncertain,
proof of age is requested.
The rapid and/or excessive consumption of alcohol beverages is
discouraged and promotions with this objective are not permitted.
Where practical, information about taxi and public transport
services is displayed.
Food and non-alcoholic drinks are available.
Alcohol beverages are not sold or supplied to intoxicated persons.
Disorderly, offensive or criminal behaviour on the part of
consumers is not tolerated.
On-premise activities which could result in undue offence,
annoyance, disturbance, noise or inconvenience to people who
reside, work or worship in the vicinity are not tolerated.
Draft Code
CONDUCT RELATING TO RETAIL TRADERS
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ARA members will encourage unregistered retail traders
to register and obtain licenses.
ARA members will encourage unregistered retail traders
to undergo licensee training.
ARA members will encourage retail traders to undergo
server training.
ARA members will encourage retail traders to participate
actively in the activities of the ARA in order to promote
the responsible use of alcohol beverages and to
discourage misuse and abuse.
Draft Code
COMPLIANCE
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Members of the ARA undertake to have in place within their
organization a programme to make all employees aware of
the Code, its contents and purpose, and the complaints
handling procedure.
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Each member will be required to sign an annual Certificate
of Compliance confirming the extent of their compliance or
non-compliance with the Code and the remedial action taken
in the case of the latter. A copy of the Certificate will be
submitted to the National Liquor Authority and a copy to the
ARA for purposes of record.
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The ARA will only be able to react once a complaint has
been laid against one of its members and is clearly not in a
position to monitor its members’ behaviour on a day-to-day
basis, particularly in respect of those instances where a law
has been broken. In these cases the state will have to play
its expected role in regard to policing and applying the
necessary sanction.
Draft Code
COMPLAINTS HANDLING PROCEDURE
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All complaints laid in terms of the Code will be submitted in writing
to the party alleged to be in breach of the Code. Copies will be
submitted to the arbitrator and the assessors.
The party alleged to be in breach will have 14 days in which to
respond. Such response shall be in writing with copies submitted to
the arbitrator and the assessors.
Failure to respond will have the same effect as an unsatisfactory
response in that a hearing will be scheduled within 14 days.
The panel hearing the complaint shall comprise the independent
arbitrator retained by ARA for these matters and the assessors. The
arbitrator will hand down a ruling within 48 hours of the completion
of the hearing.
The ultimate penalty for non-compliance will be a public
announcement that the guilty party has had its membership of ARA
terminated, with reasons for the termination. A copy of the
announcement will be submitted to the Director-General of the
Department of Trade and Industry.
Scope of the Code of Commercial
Communication
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Mandatory for all ARA members
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All forms of commercial communication
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Applies over and above existing regulatory and self-regulatory
requirements
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Covers both explicit imagery and implied associations
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Activities must be in keeping with both the letter and the spirit of the
Code
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Applies equally to non-alcoholic products and brand variants