A few weeks ago, Ghana Food and Drug Administration (FDA) won a Supreme Court decision prohibiting celebrities from endorsing and promoting alcoholic beverages.
The FDA claims that celebrity endorsement of alcohol could have a ripple effect where it could lead to an increase in youth drinking. The court recognized the substantial influence celebrities have on young people and the potential for endorsements to encourage underage drinking.
The ruling upholds existing FDA regulations that prohibit alcohol advertising featuring influential people such as celebrities.
But is the verdict supported by data? And does the FDA need to focus more on influencers and social media when it comes to promoting alcoholic beverages that may promote underage drinking?
Celebrity endorsements
Celebrity endorsements have long been a staple in the marketing world. From athletes promoting sports drinks to actors representing luxury brands, the belief was that celebrity power could translate into increased sales and brand loyalty.
But does the data support that celebrity influence leads to increased brand recognition and consumption?
The Data Speaks: Long-Term Impact
In 2017, a systematic evaluation by Buchanan et al. in the Journal of Studies on Alcohol and Drugs examined the impact of alcohol marketing on youth drinking.
Although not exclusive to celebrity endorsements, the review included studies addressing this aspect and found evidence to suggest that exposure to alcohol marketing, including celebrity-endorsed advertisements, was associated with Increased alcohol consumption by young people.
Another study be conducted in the UK found that alcohol advertising, including celebrity promotions, influenced the initiation and continuation of alcohol use in adolescents and young adults. The study found that such marketing strategies were associated with early initiation of alcohol consumption and increased frequency of alcohol use.
The Rise of Influencers and Micro-Influencers
Unlike traditional celebrity endorsements, influencer marketing—particularly through micro-influencers—has shown more promising results. Micro-influencers, who typically have smaller but highly engaged audiences, are seen as more relatable and authentic. Their endorsements often feel more genuine and can lead to higher levels of consumer trust and loyalty.
ONE study by Experticity found that micro-influencers they have 22.2 times more weekly conversations than the average consumer about recommendations on what to buy.
Brands that work with micro-influencers often see better ROI due to higher engagement rates and the more personal relationship these influencers have with their followers.
With the recent verdict of the High Court of Ghana, brands and companies are more likely to turn to the support of influencers and social media to promote their alcohol brands.
Marketers may find greater success by focusing on genuine connections through influencers and building a strong brand reputation based on quality and credibility.
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