Alcohol manufacturers launch self-regulating code of conduct to enforce responsible drinking 

Alcohol manufacturers under their umbrella organisation, Uganda Alcohol Industry Association (UAIA) have launched a self-regulating alcoholic beverages code of business conduct intended to ease their engagements with the government on the production, marketing and sale of their products. 

The code covers all sorts of marketing, supply and distribution channels – the most common being; packaging, point of sale, signage, trade promotions, sponsorships, advertising, digital and social media, as well as any new channels and technologies that might be created, used and co-opted from time to time.

According to UAIA chairman Onapito Ekomoloit, with this code in place, they can address social issues such as drunk driving, underage drinking and heavy episodic drinking all aimed at promoting the responsible use of alcoholic beverages.

“The code will create safeguards for our consumers by regulating distributorship, marketing, purchase, supply, sale and consumption of alcoholic beverages in a bid to protect the alcohol industry’s reputation and freedom of expression in consumer-facing and brand activities across all our alcohol brands,” he said.

Onapito further noted that the code does not serve to summarize or substitute national laws and policies which must always be upheld but rather explain UAIA’s approach to self-regulation. Juliana Kagwa, UAIA vice chairperson said under this code, marketing of alcoholic beverages will be governed by principles such as adult appeal, good taste and decency and health messages among others.

The subscribers to this code, their respective producers, distributors and all other traders in alcoholic beverages must abide by the practices such as promoting a responsible attitude to the consumption of their products. 

“The supply, sale and consumption of alcoholic beverages must depict, encourage and promote moderate and responsible drinking. Members/subscribers must promote a responsible attitude, never depict, condone or encourage excessive or irresponsible drinking or refer in any favourable manner to the effects of intoxication” she said.

Harriet Ntabazi, state minister of Trade who presided over the launch, said that this code of conduct is going to promote a lot of self-regulation, safeguard consumers and distributors in the alcohol sector and also shape the marketing strategies. 

“The alcohol sector is one of the industries where our country reaps a lot of taxes because it generates over $800 billion in taxes annually which is 38 per cent of the total taxes the country collects. This is a lot of money, and therefore, we cannot underrate such a sector,” Ntabazi said.

She added that the government has also done its part in ensuring responsible consumption of alcohol such as sensitizing drivers about the dangers of drunk drinking which is being done by the ministry of Transport and Works and Kampala Capital City Authority (KCCA), banning packaging alcohol in polythene bags, banning the sale of alcohol in tots as well as emphasizing all alcoholic packages to have health warnings and age restrictions.

“This code of conduct is not conflicting with the existing laws of the country in any way and therefore we are going to put in efforts with the alcohol manufacturers to make sure that it is enforced.”

With this code, penal sanctions have been put in place for non-compliant members. There will be a committee constituted to monitor and oversee the implementation of this code. The committee may impose a fine not exceeding Shs 10 million against the offender. 

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