Fidel Leviel, a prominent musician and legal practitioner from Ghana, has expressed deep dissatisfaction with the Food and Drugs Authority (FDA) ‘s prohibition on celebrities endorsing alcoholic beverages.
The FDA implemented directives in 2015 aimed at regulating alcohol consumption among Ghanaians, with specific provisions barring celebrities from promoting alcoholic drinks. This move was justified by the FDA, citing concerns over the potential influence of celebrity endorsements in encouraging alcohol consumption among minors.
Representing plaintiff Mark Darlington Osae, Bobby Banson from the Robert Smith Law Group contested these regulations at the Supreme Court, arguing they unfairly targeted the creative arts industry. Osae’s legal challenge asserted that the FDA’s directive prohibiting “well-known personalities or professionals” from appearing in alcoholic beverage advertisements violated constitutional provisions guaranteeing equality before the law and prohibiting discrimination based on social or economic status.
Despite these arguments, on June 21, 2024, the Supreme Court upheld the FDA’s directive, ruling that it does not contradict constitutional protections.
In response, speaking on Channel One TV’s “The Chat“ hosted by Ekow Koomson, Leviel expressed his dismay: “As a musician, I feel terrible about it … It looks like the FDA and, for that matter, the Republic of Ghana is taking my bread away from me.”
Level, however, tempered his disappointment with legal considerations, referencing the Children’s Act of 1998, which prioritizes children’s best interests. He stated, “But I am guided by certain legal principles … so it keeps me at a point I will now compromise as a musician and lawyer.”
Reflecting on the broader societal impact of celebrity endorsements, Leviel acknowledged their significant influence but posed a thought-provoking question: “That can never be overemphasized… It is a fact… but if the question that easily and equally begs the mind is: If a ban could be made on celebrities endorsing alcohol, then why don’t we ban the production of alcohol at all?”
The implications of the Supreme Court’s decision and its ramifications for the creative arts industry remain a topic of ongoing debate among legal experts and stakeholders in Ghana.
Source:newsghana.com.gh