Big problem with new alcohol laws for South Africa
A new private members’ bill proposes a blanket ban on alcohol advertising in South Africa, but legal experts warn that the impact on the economy could be severe.
On 8 September 2025, the Liquor Amendment Bill was introduced as a private member’s bill by the EFF’s Ntombovuyo Veronica Mente-Nkuna.
It broadly aims to prohibit the advertisement, promotion or product placement of liquor in South Africa, also calling on the state to make deliberate attempts to “counter the normalisation of alcohol and liquor usage.”
The bill hopes to provide a legislative mechanism through which the state can prevent the advertisement of liquor and meet these broader aims.
According to its explanatory note, the bill aims to amend the Liquor Act, 2003, so as to:
- Insert certain definitions;
- Prohibit the advertising, promotion or product placement of liquor in all forms of media;
- Prohibit the use of a manufacturer’s name or any brand element to promote liquor or the consumption of liquor;
- Prohibit the organising, promoting of, or the making of a financial contribution to, an organised event by a registered person; and
- Provide for matters connected therewith.
According to Sabrina De Freitas and Juliet Killick from Webber Wentzel, the proposed amendments in the Bill closely align with the prohibition of the advertisement and promotion of tobacco products under the Tobacco Products Control Act 83 of 1993, as amended.
The proposals are also similar to previous bills that attempted to change liquor laws in South Africa, such as the Liquor Amendment Bill that was published by the Department of Trade and Industry for public comment in 2016, which went nowhere and eventually lapsed.
That bill also restricted alcohol advertising, but it had other controversial proposals in it, like raising the legal drinking age in South Africa to 21, and prohibiting the sale of liquor in residential areas, near schools and places of worship.
The current bill, however, is almost solely focused on alcohol advertising, coming down hard on brands, product placements and promotion of alcohol in all forms.
Long fight ahead
The legal experts noted that, while the bill has received support from the Congress of South African Trade Unions (Cosatu), it still raises serious concerns about the potential adverse economic effects on both the liquor and creative industries.
“The bill is likely to significantly affect industry stakeholders, including liquor manufacturers, distributors, retailers, advertisers and event organisers who may rely on brand promotion to generate revenue,” they said.
The bill’s restrictions on “organised activities” may effectively ban liquor brand sponsorship of sports, music and cultural events, pushing the ripple effect more broadly into South Africa’s economy.
“The proposed amendments, if effected, will have severe economic consequences including decreased revenue generated from liquor sales as well as job losses across all impacted sectors,” the legal experts said.
Because of these wide impacts, there are doubs that the bill will find the wider political support it needs to get all the way through parliament and to the desk of the president.
Following its introduction into the National Assembly, the bill is referred to the Trade, Industry and Competition portfolio committee for consideration, which must give interested people and institutions an opportunity to comment.
The bill will be debated in the committee and amended, if necessary.
Once this process is complete, the bill is submitted to a sitting of the National Assembly for further debate before a vote is taken.
After approval by the National Assembly, the bill moves to the National Council of Provinces for consideration.
Upon passing by the National Council of Provinces, the bill is submitted to the President for assent.
As has been seen with the incredibly tough battle to pass new smoking and vaping laws in South Africa, changes that impact big business and the wider economy will likely see fierce pushback from those affected.
“It remains to be seen whether the current bill will gain the necessary traction to be enacted into law, given its far-reaching implications for the liquor industry and beyond,” the experts said.
“As South Africa weighs public health against economic impact, all eyes will be on the parliamentary process that will ultimately determine the fate of the liquor industry’s advertising future.”
Loading ...