The ARA’s mission is to reduce alcohol-related harm through combating the misuse and abuse of alcohol beverages and promoting only their responsible use.
Summary
The Industry Association for Responsible Alcohol Use (ARA) is an association comprising members that include the major manufacturers of alcohol beverages in South Africa, such as SAB Ltd, members of the SA Liquor Brandowners Association (which include Distell, Brandhouse, KWV, Douglas Green Bellingham, & Co, Pernod-Ricard and The Really Great Brand Company amongst others), E Snell & Co Ltd, members of VinPro and members of Wine Cellars SA. A number of distributors and some retail chains such as Tops and Diamond Liquors have been welcomed as associate members.
The ARA is registered as a non-profit organization (NPO) with the Department of Social Development and is focused on the prevention of the negative consequences of alcohol abuse. The association’s mission is to reduce alcohol-related harm through combating the misuse and abuse of alcohol beverages and promoting only their responsible use.
The primary targets for its interventions are two broad groups namely young people and those adults who are vulnerable and most at risk of suffering the negative consequences of alcohol abuse and misuse. Most of its interventions are in partnership with other stakeholders who share similar objectives.
The ARA also retains strong links with international organizations working in the same field and is currently a member of the International Council on Alcohol and Addictions (ICAA – Switzerland) and the Centre for Information on Beverage Alcohol (CBA – London).
In partnership with the South African Department of Education and other relevant education authorities, the ARA has engaged in a campaign, “Good Idea Bad Idea” highlighting the dangers of underage alcohol use. This effort has been reinforced by an extensive television, cinema and radio advertising campaign and sponsorship of the “ARA Be Your Best Rock Challenge” which uses the media of dance and music as a means of creating positive behaviour change.
In tertiary education institutions, the “BUDDY” campaign has conveyed a similar message, with particular emphasis on drinking and driving, and is run with the support of students and the relevant institutional authorities.
The ARA also previously embarked on an “Age Watch” campaign with alcohol retail traders, which encouraged them to display notices at the entrances to their outlets that alcohol was not for sale to persons under the age of 18 years.
In 1989 the ARA adopted a strict Code of Commercial Communication, which has been updated and expanded on a number of occasions since that time. The Advertising Standards Authority based its own alcohol beverage code on the ARA Code.
In addition, other self-regulatory measures adopted by the members of the ARA are a ban on any claims of beneficial effects of their products, a bold statement on all their advertising that their products are not for sale to persons under the age of 18 years and a clause in their standard sales agreements to stop supply to any vendor who is found guilty of the sale of alcohol beverages to underage persons.
The ARA officially launched its “Advertising Complaints Hotline” in March 2007. Any member of the public can now lodge a complaint if they believe that an alcohol related advertisement is in breach of the Code of Commercial Communication.
In 1996 the ARA sponsored the establishment of the Foundation for Alcohol Related Research (FARR) and annually funds the Foundation’s administrative expenses. At the invitation of and in partnership with the Departments of Health, and under the auspices of FARR, epidemiological research and prevention programmes have been undertaken in communities where the risk of children being born with foetal alcohol syndrome is significant.
In order to increase capacity in this area, the ARA funds post-graduate fellowships. Four medical specialists have already been trained under this fellowship scheme. Most recently the ARA agreed to fund the establishment of a training facility within FARR to meet the number of requests received from NGO’s and government establishments for assistance in identifying the problem and introducing preventative measures.
In cooperation with the Support Unit at Bishops school and leading medical professionals, psychologists and educators, the ARA has funded the publication of a guide for parents and teenagers which was launched, as a pilot project, in 22 schools in Cape Town during 2008.
The publication is intended to catalyse open and honest conversations within families about alcohol use and thereby reduce the harmful consequences of underage drinking.
The ARA was formally established in 1989 and is proud of its achievements to date, working in partnership with various stakeholders to address the problems of alcohol abuse and misuse.
August 2008
Download Summary:
- ARA Organisation Summary, August 2008 (40.67KB)