We’re losing so much money — Efya urges FDA to reconsider celebrity alcohol advert ban

Renowned Ghanaian singer Efya Nokturnal has called on the Food and Drugs Authority (FDA) to reconsider its ban on celebrities promoting alcoholic beverages in advertisements.

In an interview with Accra-based Asaase Radio, Efya said the directive is causing creative industry stakeholders to lose significant income.

“We are losing so much money. The alcohol brands don't want to sponsor shows and it's not just for us; it's for the market as a whole," she stated.

Efya revealed she lost out on a major sponsorship deal with Hennessy as a result of the FDA's regulations.

“I was so close to getting a Hennessy deal, but I lost it because we can't. That alcohol bag is a big bag," she said.

The musician promised that celebrities would adhere to rules laid down by the FDA if given the opportunity to endorse alcohol brands again.

“They should give us rules and we'll stick to it," the multiple award-winning crooner assured.

She argued that such deals could benefit charitable causes.

“Hennessy can do good things. It's not just about them sponsoring the act of drinking; the money is for sponsoring things like charities," the artiste explained.

In making her case, Efya questioned the lost revenue for others in the value chain.

“Isn't that good for the kids? Think about all the money that we will lose if the money doesn't come to us. If the money doesn't come to us, it goes to somebody else," she lamented.