Top marketing moves in drinks: November

Celebs banned from alcohol packaging in South Korea

It will soon be illegal for drinks producers in South Korea to use images of celebrities to market their products, according to local ministers who are attempting to change the country’s advertising laws.

South Korea’s Ministry of Health and Welfare is looking to enforce the ban in a bid to stop glamourising the consumption of alcohol.

The current law allows photos of celebrities to appear on bottles of soju, beer and other drinks packaging in the country – a trend that has proved lucrative for local stars.

According to Korea Times, Irene, from girl group Red Velvet and singer, and actress Suzy, are models for the nation’s top two soju brands.

“Popular celebrities, such as actors or singers, wield great influence over children and teenagers, so putting their photos on alcohol bottles and cans should be avoided,” Rep. Nam In-soon of the ruling Democratic Party of Korea told the newspaper. The ban comes after the South Korean government faced criticism for its lax attitude towards drinking in comparison with smoking.

Cigarette packets now come with health warnings but little has been done to prevent the glamorisation of drinking. The health ministry has a dedicated department responsible for anti-smoking projects, but lacks one for deterring alcohol consumption.