Cheers Manto: the end of liquors ads

There is no surprise in a recent announcement by health minister Manto Tshabalala-Msimang that the government likely move ahead this year with alcohol abuse curbs including warning labels and a ban on advertising.

Of course, the advertising and marketing industries will protest a little half-heartedly about the minister not having consulted them. But, as was the case with the tobacco advertising ban, government ministers have no fear of reaction from the marketing industry, simply because nobody within them is prepared to get up a really serious protest. Advertising and marketing people simply don’t toyi-toyi.

Equally, the mass media, which is going to be the big loser when liquor ads are banned, have been almost completely silent in terms of trying to protect their revenue. One has to assume that with government being the biggest spender of advertising revenue in the country, many of our media owners are reticent about complaining too much in fear of annoying their biggest client.

So, apart from health notices on liquor bottles and taxing liquor a lot more harshly, the only other thing government can do is ban advertising.

And their decision to do this will have absolutely nothing to do with whether or not advertising actually makes people drink more, or even start drinking, in the first place.

To say that if tobacco and alcohol are so bad for people then why not just ban the products instead of the advertising is fatuous. Far too much money and employment is involved to actually ban these vices.

So, targetting advertising is not only politically correct but also doesn’t really hurt anybody except the ad industry and media. And because government is so important to both these industries they really don’t give a hoot about upsetting them. Equally, the ad industry’s shocking record of educating the public as to the importance of advertising in the economy will mean that few, if any consumers will be upset at not seeing any more liquor advertising. Most people already think that advertising is a trivial, money-wasting pursuit.

Alcohol abuse costs the country R9 billion a year. And per adult consumption has doubled from 10 to 20 litres in the past five years, which puts us among the biggest drinkers in the world.

Frankly, government has to look as though it is doing something.

But, as every marketer (and I suspect everyone in government knows), putting warning labels on bottles and banning advertising isn’t going to make an iota of difference to the degree of abuse. Like the tobacco companies, liquor marketers are not stupid and will find a way of overcoming these communications hurdles.

If government wants to be serious about alcohol abuse, it should have a look at why people are drowning their sorrows so much more these days. I suspect it has more to do with the widening gap between rich and poor than advertising and the mistaken belief that the entire population is totally unaware that too much alcohol is bad for them

It is one thing to persuade someone to start drinking, it is another kettle of witblitz entirely persuading someone to drink too much. Advertising cannot do that nearly as effectively as social ills and inequities.

But, if government insists on having health warnings on liquor bottle labels, just what original things will they have to say in their bid to stop people killing themselves.

When you think about it, something that motivates human beings more than almost anything is the fear of embarrassment; the terror of making complete idiots of themselves and generally losing face. So, why not play on this paranoia to make sure that consumers not only read the warning labels, but actually think long and hard about the messages?

For example:

WARNING: The consumption of alcohol may cause you to think you can sing.

WARNING: The consumption of alcohol may make you think you are whispering when you are not.

WARNING: The consumption of alcohol may make you think you can have a conversation without spitting.

WARNING: The consumption of alcohol may tempt you to tell your friends over and over again that you love them.

WARNING: The consumption of alcohol may create the illusion that you are tougher, smarter, faster and better looking than most people.

WARNING: The consumption of alcohol may lead you to think people are laughing with you.