The Department of Trade, Industry and Competition (the dtic), in partnership with the Kouga Local Municipality and the Eastern Cape Liquor Board, will launch a responsible drinking campaign aimed at raising awareness amongst South African communities about the harms associated with abuse of liquor, and to encourage consumers to drink responsibly, particularly during the festive season.
The launch will take place at the Kwanomzamo Community Hall in Humansdorp, Eastern Cape on Thursday, 5 December 2024.
After the launch in the Eastern Cape, the campaign will be rolled out to other provinces in the form of liquor awareness activations and joint enforcement operations.
The Deputy Director-General of Regulation at the dtic, Dr Evelyn Masotja, says the campaign will be used as a platform to convey messages of` compliance, responsible drinking and harms associated with the abuse of liquor. She says the messages will be targeted at liquor traders and members of the community.
“In the quest to combat liquor abuse, and if the burden of liquor abuse in South Africa has to be minimised, the fundamental intervention would be to change the pattern of liquor consumption using a multi-disciplinary approaches. On the other hand, this is peak time for liquor traders, so they also need to be reminded to trade responsibly as per their conditions of trade,” she says.
Masotja adds that the campaign is deliberately timed to take place duirng this period because the majority of the South African communities are on holiday and will use the period to have fun.
“The consumption of liquor during this period is perceived as a common form of recreation, it is important to warn consumers of the dangers of over-indulgence and irresponsible drinking,” says Masotja.
Media enquiries and interview requests
Bongani Lukhele – Director: Media Relations
Tel: (012) 394 1643
Mobile: 079 5083 457
WhatsApp: 074 2998 512
E-mail: BLukhele@thedtic.gov.za
Issued by: The Department of Trade, Industry and Competition (the dtic)
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