EXAMINING THE RISKS OF ZERO-ALCOHOL BEVERAGES ON CHILDREN IN SOUTH AFRICA

By Lumka Oliphant

• As the country observes World No Alcohol Day and Minister of Social Development Ms. Sisisi Tolashe calling on South Africans to refrain from alcohol consumption and prevent sales to minors, highlighting the growing concern surrounding the alcohol industry’s influence on youth.
• The proliferation of zero-alcohol beverages, which mimic the appearance and taste of alcoholic drinks, normalises alcohol consumption and may lead to early interest in drinking among minors, contributing to the country’s high rates of alcohol-related harm.
• Despite the urgent need for regulation, policymakers have yet to reach a consensus on how to effectively address the marketing of zero-alcohol products, prompting calls for increased awareness and action from parents and caregivers regarding the tactics employed by the alcohol industry.

As the country observes World No Alcohol Day and Minister of Social Development Ms. Sisisi Tolashe calling on South Africans to refrain from alcohol consumption this month and to prevent the sale of alcohol to minors.

We must also examine how the alcohol industry aims to introduce our children to drinking at a young age by saturating the market with zero-alcohol beverages. These products often replicate the look and taste of alcoholic drinks but contain minimal or no alcohol.

As a nation, we should be alarmed by this burgeoning industry, as the promotion of these products normalises alcohol-like consumption and may foster early interest in alcohol among minors, potentially leading to future drinking habits.

In South Africa, we face a significant challenge, and we must remain vigilant, as policymakers have yet to reach a consensus on addressing alcohol marketing and advertising, particularly concerning these zero-percent beverages.

The evidence is clear: we are a drinking nation. Alcohol is the most misused legal drug in the country. South Africa ranks among the highest globally in alcohol consumption rates and per capita consumption. Alcohol contributes to about half of all non-natural deaths; it is involved in 75% of homicides, 60% of automobile accidents, and 24% of vehicle-related deaths and injuries. It is the third-largest contributor to death and disability, following unsafe sex/sexually transmitted infections and interpersonal violence, both influenced by alcohol consumption.

Alcohol use is recognised as a major contributor to the global burden of disease, disproportionately affecting low- and middle-income countries and those living in poverty. In total, more than 13 million disability-adjusted life years—7% of South Africa’s total disease burden—are attributed to alcohol. Additionally, alcohol use during pregnancy leads to many children being born with Fetal Alcohol Spectrum Disorders (FASD) in South Africa.

Walking into any retail store reveals aisles stocked with these products, from beer to wine to gin. Near my home, a large billboard advertises a popular zero-percent alcohol beer.

I’ve often questioned why these organisations invest so heavily in these products until I attended the Global Alcohol Policy Conference, co-hosted by the department in Cape Town last year.

Speaker after speaker discussed how the alcohol industry is altering its marketing strategies as countries implement or consider bans on alcohol advertising.

South Africa has struggled to achieve a complete ban on alcohol marketing, despite the Department of Social Development’s clear stance that such advertising should be prohibited.

It was enlightening to hear how the alcohol industry in various countries has inundated the market with branded zero-percent alcohol products in places where alcohol advertising is restricted or banned. Countries are finding it challenging to enforce these restrictions as the industry continually adapts.

The conference revealed that the World Health Organization (WHO) has expressed concerns about these products potentially serving as alibi marketing, circumventing restrictions on the sale and promotion of alcoholic beverages.

Alibi marketing involves using features synonymous with a brand—such as colours, logos, and fonts—sometimes without mentioning the brand or manufacturer directly.

In Ireland, zero-alcohol beverage advertisements have appeared in prominent locations where alcohol advertising is prohibited, often closely resembling promotions for the alcoholic versions of those brands.

The WHO now recommends extending restrictions on alcohol availability and advertising to include zero-alcohol beverages, especially those linked to parent alcohol brands.

Norway has already enacted such measures, while other countries struggle to respond due to insufficient evidence on whether promoting zero-alcohol beverages boosts their parent brands. As we remain undecided as a nation, it is crucial for parents and caregivers to recognise the various tactics the industry employs to maintain societal alcohol consumption. We must also consider how they sponsor major events and leverage prominent figures to market their products. While competing with them is challenging, the conference emphasised that we must place our messages alongside theirs and focus on raising awareness about the harms of alcohol.

Lumka Oliphant is Acting Deputy Director General at the National Department of Social Development.