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Kenya is a country that could probably win hands down in any competition for the most unethical advertisements in the sale of the drug alcohol competition, not to mention advertisements, which encourage drug use.

With hoards of larger-than-life billboards, a constant blitz of television advertisements, a never ending stream of radio commercials with the smothering effect of a never ending mud slide and a colorful assortment of newspaper ads pasted from the front to the back page in one constant, insistent, seductive barrage nobody looks at the ethics of this constant assault on our senses.

This continuous invitation to 'never-never land' where as long as you drink alcohol, you will be successful, popular, strong, sexy, the life of the party and extremely happy. And indeed all that one sees in these ads are smiling happy people really enjoying themselves.

Nowhere in these carefully crafted ads will one see the long faces of hungover guys n' gals, the swollen disfigured faces of battered wives (or husbands), the bewildered faces of children chased away to go and get the school fees. Nor will they ever show the mangled wreckage of once glittering, smoothly working machinery known as the family car, nor the combat scene like carnage of a matatu wreck.

Scenes like these although extremely real are carefully painted out of the advertisements for never-never land. Reality cannot be allowed to creep in and spoil the mood. Not for this elixir of the gods. Kenyan's should be allowed to partake freely. How much is enough? Let the people decide!

But wait a minute, certain quarters might complain that we are not being socially responsible, so what do we do? Put a little meaningless warning, which however should not bespoil the atmosphere of never-never land. Enter the recent double-speak warnings in tiny print 'warning over-consumption of alcohol is dangerous to your health.' How much is 'over-consumption?' Let the people decide.

So they continue with their come-hither slogans like 'when you absolutely have to be cool' or 'easier to carry mega-pack' to more alluring ones like 'inner peace'. There is even stuff for the macho or macho wannabe in the form of 'brings out the power in you.' Another competition which tries to invoke the patriotic spirit exhorts one to 'sherekea ukenya wetu' (an all embracing oneness) as we celebrate 40 years of independence. As usual there is the enticement of videos, DVD's , flatscreen tv's, branded T-shirts, pens and other goodies. The subliminal message being the more you drink the more chances you have of winning and even if you don't win, you are being patriotic

So what is wrong with this one would ask? What is wrong with companies advertising their product? Well nothing except alcohol is not your ordinary run-of-the-mill product, but instead a mind-altering drug capable of causing addiction. It is a product which if carelessly used can and often does lead to tragic fatalities.

Therefore any advertising pertaining to this drug must not only be tasteful but ethical, the emphasis here being on ethical. Do we have an advertising standards authority in Kenya that looks at the good taste or lack of therein and ethics of advertising a drug like alcohol?

Are we aware that children of all ages have access to messages broadcast through the electronic media while at the same time many are at an age where they are unable to distinguish fact from fiction? These messages thus bolster the fallacy in their impressionable young minds that alcohol consumption is a normal and necessary part of Kenyan social life and worse still that no activity is complete without it.

What yardstick can we use to judge our wild proliferation of ads, as we seemingly have no guiding body? I ask your indulgence to quote some of the rules from the Independent Television Committee (ITC) of the United Kingdom's (UK) Codes of Advertising Standards and Practice.

More specifically, rule 39 that addresses "alcoholic drink." I do not list all the parts only a few and in brackets where necessary, include a comparison to local advertisements.

• Advertisements for alcoholic drinks must not be directed at people under 18 or use treatments likely to be of particular appeal to them. Children must not be seen or heard in an advertisement for alcoholic drink. In advertisements for drinks containing 1.2% alcohol by volume or less, anyone associated with drinking must be, at least 18 years old. In all other advertisements for alcoholic drinks they must be, and appear to be, at least 25 years old.
• No advertisement for alcoholic drink may feature any personality whose example people under 18 are likely to follow or who has particular appeal to people under 18. (Currently a well known, role model and radio and TV personality is fronting for a pool competition sponsored by a major Kenyan beer brand and being played in bars country-wide. This ad also contravenes ITC Rule 6 (b) namely "No advertisement may feature, visually or orally, persons who regularly present news or current affairs programmes on any UK television service.")
• Advertisements must not imply that drinking is essential to social success or acceptance or that refusal is a sign of weakness. Nor may it be implied that successful outcome of a social occasion is dependent on the consumption of alcohol. (Several ads do not comply with this.)
• Advertisements must not claim that alcohol has therapeutic qualities nor offer it as a stimulant, sedative or tranquiliser. While advertisements may refer to refreshment after physical performance they must not give any impression that performance can be improved by drink. (Brand X… 'inner peace.')
• Advertisements must neither claim nor suggest that a drink is to be preferred because of higher alcoholic content or intoxicating effect and must not place undue emphasis on alcoholic strength. (Several brands of spirits ignore this.) (f)
• Advertisements must neither claim nor suggest that any drink can contribute towards sexual success or that drinking can enhance sexual attractiveness. (The famous "Just imagine! When I drink…" ad among others.)
• Advertisements must not suggest that regular solitary drinking is acceptable or that drinking is a means of solving personal problems. ("Inner peace")
• No advertisement may suggest that drinking is an essential attribute of masculinity. Treatments featuring daring toughness, bravado in association with drinking, must not be used, and alcoholic drinks must not be advertised in a context of aggressive or antisocial behavior. ("X brings out the power, in you!" or "onyesha musimamo..simama imara kama simba!" - show your stand. Stand firm like a lion.)
• Advertisements for alcoholic drinks must not publicise competitions, nor may they publicise other sales promotions, which entail or encourage multiple purchase. (Too numerous to mention the last being the infamous one culminating in the '5774' fiasco)

These are but a few examples to give as food for thought. What times are these advertisements shown and so on. Clearly we are not on the right road.

Let the brewers and other manufacturers of alcoholic beverages come together and draw up a code. Let them apply it and police themselves. Failure to do this and ultimately they will have only themselves to blame when the axe falls, and it will fall when it finally dawns on Kenyans what a dreadful, but fully preventable toll careless alcohol consumption is exacting on the country's population especially the youth.

A country with no youth, is a country with no future. Too, maybe just to light a fire under them so as to encourage that they proceed with alacrity on this endeavor, Information and Tourism Minister Raphael Tuju under whose portfolio this issue falls has already shown that he is a no nonsense minister who has a firm grasp of the matters at hand. He will bite if he has to.

My advice as a recovering alcoholic to all the rest out there who are taken in by all the advertising blarney, you had better believe it, there is no such place as 'never-never' land until you are sober. Welcome to reality.

David Ogot is a freelance journalist/producer with personal experience in alcoholism. He can be reached at goinghomedotcom@yahoo.com Website: www.goinghomekenya.org

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