RESPONSIBLE TRADING
R D D E T N I O P P A ARA HAS O E C S A A N A J N A H OSBORN MA
ter cohol Use (ARA) af Al e bl si on sp Re was of dustry Association at Eli Lilly Pharmaceutical, where he In e th s in jo na ja d pricing aceutical Dr Osborn Mahan corporate affairs an n region. His work at Eli Lilly Pharm of or ct re di e th as speaks to ra working rica and Sub-Saha Donald Makhafola Af g. h in ut ic So pr e d th an r y fo lic e , public po responsibl abuse. government affairs regarding alcohol involved overseeing and challenges faced by the country job We are making progress on a number him about his new South Africa is one of the countries in the world with a high rate of alcohol abuse. Who do you think is to be blamed for this scourge? Alcohol abuse is a multi-faceted issue and it is unrealistic to believe that any one could be blamed for the misuse and abuse of alcohol. The alcohol abuse rate in this country is unacceptable, which is why the ARA and its members are committed to reducing alcohol-related harm and promoting the responsible use of alcohol. Targeted interventions hold great promise in educating consumers and changing behaviours that harm individuals and society. By targeted interventions, we refer to alcohol misuse and abuse affecting specific communities, specific user groups and at risk groups such as the youth. The ARA also believes that additional social and economic factors should be taken
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into consideration such as illegal drugs usage, peer pressure, poverty and a lack of education. A distinction should be made between commercial alcohol which is regulated and non-commercial, or moonshine alcohol, which is not regulated. Alcohol that has been brewed at home can contain ingredients that are not fit for human consumption and can have severe health effects.
Alcohol companies and society based organisations like ARA are continually promoting responsible drinking. What do think it would take for the message to get through to alcohol users? It is estimated that 35 percent of South Africans consume alcohol and only eight percent of South Africans that do drink are regarded as risky drinkers. This is the area of the population that we need to target through proper interventions.
of fronts and, as an example, one of our partners is the Foundation for Related Alcohol Research (FARR). Its primary objective is to reduce the prevalence of fetal alcohol syndrome in South Africa. As a result, the rate of fetal alcohol syndrome has reduced in De Aar in the Northern Cape specifically by 30 percent since 1997. Based on these results FARR continues to extend its programmes to include other areas in the Northern and Western Cape.
Are you satisfied with the way alcohol is marketed or advertised in the country? The ARA and its members prescribe to a code of conduct that outlines what the industry can and cannot do in respect of alcohol advertising. This code of conduct is based on international best practice. The goal of advertising is to capture the largest possible proportion of the business of those over the legal
