SOUTH AFRICA—The Drinks Federation of South Africa (DF-SA) has unveiled a new code of conduct aimed at fostering responsible and ethical business practices in the drinks industry.  

Launched on November 3, 2022, the code signifies the industry’s commitment to self-regulation and building consumer trust. 

Under the leadership of the DF-SA, the code emphasizes the importance of accountability and responsibility in communication within the drinks industry. 

Angela Russell, CEO of the DF-SA, highlighted the significance of self-regulation and the enhanced code in promoting responsible practices. 

“By adhering to these principles, we aim to foster consumer trust, strengthen our industry, and contribute to a healthier and more sustainable future for all. 

The Code embodies our steadfast commitment to upholding the highest standards of ethics across all facets of communications,” said Angela. 

The key components of the code include promoting responsible trading and consumption of alcoholic beverages, refraining from glamorizing excessive drinking behaviors and prioritizing consumer health and well-being.  

Additionally, industry stakeholders are expected to hold themselves accountable for adhering to the code’s principles. 

The code also emphasizes regular review and assessment of communication practices to ensure compliance with industry standards and best practices.  

It underscores the importance of complying with existing laws, regulations, and licensing requirements, enhancing foundational responsibilities outlined in the National Liquor Act. 

Furthermore, the code emphasizes accuracy, truthfulness, and transparency in all communication efforts, including advertising, marketing, and promotional materials. Under the new guidelines, misleading or deceptive claims are strictly prohibited. 

The DF-SA envisions a united and proactive drinks industry that contributes meaningfully to a prosperous, just, and safer South Africa.  

The association aims to engage with policymakers, regulators, the media, and community partners to promote responsible drinking behaviors and outcomes. 

Liked this article? Subscribe to Food Business Africa News, our regular email newsletters with the latest news insights from Africa and the World’s food and agro industryHERE