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Baba Sadiq Says ‘No Celebrities In Alcoholic Beverage Ads’ Directive Is Constricting Showbiz Sector
Sadiq Abdulai Abu, a politician and Founder of 3Music Network, has recently divulged that the directive from the Food and Drug Authority (FDA) excepting celebrities in alcoholic beverage advertisement is in a way restricting or narrowing the creative/showbiz industry.
Sadiq explained that the beverage industry was the major sponsor of creative contents before the directives from FDA.
According to him, the regulation is preventing celebrities from accessing potential streams of income and slowing the growth of the entertainment industry.
The founder made this known at Joy FM’s Showbiz Roundtable in Accra. His comments comes after The FDA’s directives discouraged the use of celebrities in the promotion of alcoholic beverages via any medium. The directive forms part of efforts by the government to ensure that minors are protected from being lured into alcoholism.
He expalined that, “The beverages used to be the biggest sponsors of a lot of creative contents or creative experiences in town, but due to regulation and also their inability to get the full benefit… Today, even if you promised them [beverage companies] media for the experience that you’re creating, they’ll know that they will not get the full extent of it.
“If it is an alcoholic brand, he knows that it cannot be seen at certain times. So first and foremost, he’s not actually getting the full benefit. So they’ll probably zero down and come down to the experiential benefit that they’ll get,” he averred.