The Alcohol Beverages Association of Kenya said the move aims to curb instances where young people of 18 years and below ape the depiction of models advertising alcohol.
The association launched a code of conduct for members to adopt the fresh promotion rules or risk penalties.
The guidelines are line with the manufacturers’ quest for self-regulation as well as curbing ills such as drink driving, underage drinking and alcoholism.
Alcohol manufacturers have agreed to drop the use of models aged below 21 in their marketing campaigns to discourage underage drinking.
The Alcohol Beverages Association of Kenya said the move aims to curb instances where young people of 18 years and below ape the depiction of models advertising alcohol.
The association launched a code of conduct for members to adopt the fresh promotion rules or risk penalties.
The guidelines are line with the manufacturers’ quest for self-regulation as well as curbing ills such as drink driving, underage drinking and alcoholism.
“Our marketing communications should target only adults and never target those younger than 18 years. It should never be designed to primarily appear to individuals younger than 18 years and we should avoid the use of themes, icons, music, games, or characters that appeal primarily to those younger than 18 years,” reads part of the code.
Members including East Africa Breweries Limited, Heineken, Kenya and Kenya Wine Agencies also pledged to withdraw sponsorship for corporate social responsibility activities targeting people under 18.
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