Bel Beverages Under Fire for Unlawful Minor Involvement in Alcoholic Adverts

Bel Beverages Under Fire for Unlawful Minor Involvement in Alcoholic Adverts.

Bel Beverages, the makers of popular drinks like Bel Aqua and Bel Ice, find themselves in a serious predicament with the Food and Drugs Authority.

A concerned citizen named Samuel Bempong has taken legal action by having his lawyers contact the Food and Drugs Authority (FDA) regarding the use of minors in advertisements for Bel Ice, an alcoholic beverage made by Bel Beverages.

According to insiders at the FDA, the individual who filed the complaint reported seeing the advertisement on social media.The complainant claimed that they came across an advertisement that has been widely shared by Bel Beverages and their agents on Instagram and Tiktok.

The complainant alleged that a well-known social media influencer, Yeboah Danita Akosua Adomaah, also known as Afronita in entertainment circles, was featured in an advertisement endorsing and promoting Bel Ice, an alcoholic product, alongside a minor.

In a letter dated 19th January, 2024, the complainant, represented by lawyer Nana Kofi Bekoe from Dzaisu, Eshun & Partners Legal Consult, expresses concern about the issue. The complainant finds it unacceptable and morally wrong for children to be exposed to alcoholic advertising.

As part of its efforts to ensure responsible advertising, the FDA implemented guidelines that prohibit the promotion of alcoholic beverages before 8:00pm. These measures were implemented to ensure that young individuals are not exposed to alcohol advertisements, as the FDA has determined that they are likely to be asleep before 8:00pm.

Continuing in a similar direction, the FDA has implemented a ban on celebrities endorsing alcoholic beverages, a decision that is currently facing intense scrutiny at the Supreme Court.

Read the copy of the letter and the video below;