Zambia Breweries says ethical sales and marketing are key elements in ensuring alcohol is enjoyed responsibly and the public are protected from alcohol abuse. The past few years responsible drinking campaigns has been done but seem ineffective during the festive season.
Mindful of the dangers of under-age drinking, drink driving and abuse of illicit alcohol, the Zambian Breweries Sales and Marketing Compliance Committee scrutinises each of the company’s promotional campaigns before they are approved for release.
Sales and marketing compliance committee independent chairperson Dr Mulimansenga Michael Chanda says alcohol abuse leads to negative effects and this is why Zambian Breweries takes important measures in sending out the right message when selling drinks, especially during the festive season.
The committee was put in place to regulate its advertising to ensure its adverts do promote responsible drinnking and are in accordance with the law.
He said, “Zambian Breweries makes a lot of products and we make a lot of adverts. There is no advert that goes out without being scrutinised and approved by this sales and marketing compliance committee.”
Dr Chanda explained that the marketing department comes up with adverts which are presented to the committee.
Dr Chnada further explained that as a committee, “we evaluate the content of the advert on whether it is appropriate for the Zambian market in terms of language, target audience, cultural appropriateness and age appropriateness sometimes dressing of the people in the advert.”
Zambian Breweries has its adverts made locally and in some cases generated from outside the country.
Apart from looking at the appropriateness of the advert for the Zambian market, he added that the committee ensures that, “our adverts do not contravene the Liquor Licensing Act by ensuring that people in the adverts do not look too young.”
Zambian Breweries has affirmed its commitment to promoting responsible drinking. The promotion is aimed at reducing the levels of alcohol abuse especially during public events.