New labelling laws add rigorous demands for liquor importers

THOSE OF you who are fond of imported hooch – the likes of Scotch whisky, French cognac or Italian wines amongst many – might find the shelves getting a little bare of your favourite tipple in about 18 months time, when the department of health’s new regulations for the labelling of alcoholic beverages come into force. The regulations, part of the Foodstuffs, Cosmetics and Disinfectant Act, demand that container labels for alcoholic beverages carry a health warning “highlighting the negative effects of alcohol consumption”. The minister of health, Dr Manto Tshabalala-Msimang, has approved the regulations and these have been gazetted for public comment. They are part of the department’s plans to address the issue of alcohol abuse, with alcohol alone estimated to have contributed 7% of the total burden from death and disability in this country, according to the minister. In simple terms, the regulations mean that, from March 2009, advertisements of alcoholic beverages will not be permitted on radio, cinema and television between 06:00 and 22:00. Adverts and container labels for alcoholic beverages will have to contain health messages – such as: “Alcohol reduces driving ability, don’t drink and drive”; “Don’t drink and walk on the road, you may be killed”; “Alcohol is a major cause of violence and crime”. The regulations also demand that the messages be on a space specifically devoted to it – and at least one-eighth of the total size of the container label. They can be in any of the 11 official SA languages, but must be in the same language as that of the container label. What is this going to mean for the imported hooch industry? It’s certainly going to mean a full-scale relabelling exercise, either at source, or in a local labelling operation before the goods go on the market. Although this will be a familiar exercise for the big players, like international giant Pernod Ricard, who are used to specialised labelling demands in some of their countries of distribution, it is still going to be an extra cost, according to Adrian Botha, public affairs consultant of the industry watchdog, the Industry Association for Responsible Alcohol Use (ARA). “The big players don’t like it,” he told FTW, “but they’ll get used to it.” Shirley Lussi, import manager for Pernod Ricard, agreed. Her company is currently researching the whole issue in association with the SA Liquor Brandowners Association (Salba), she said, adding that there were already similar SA peculiarities that had had to be taken into account when importing alcoholic beverages from the global marketplace.