These Standards govern how our members produce, market and sell alcoholic beverages in Uganda.
All UAIA members and their retail partners commit to refusing the sale of alcohol to anyone under the age of 18. Where a buyer’s age is in doubt, traders shall request proof of identification before completing the sale. There are no exceptions.
Members shall actively discourage rapid or excessive drinking. Promotions designed to encourage binge consumption are prohibited. Where practicable, licensed premises should display information about taxi and public transport services and ensure that food and non-alcoholic alternatives are readily available.
Traders shall exercise proper judgment and decline to serve any person who is visibly intoxicated. Disorderly, offensive or criminal behaviour on licensed premises will not be tolerated, and traders shall take reasonable steps to ensure their operations do not cause nuisance to surrounding residents, businesses or places of worship.
Members shall not purchase, supply or distribute any alcohol that is illicit, counterfeit or stolen. This obligation extends to all levels of the supply chain.
Producers and distributors carry additional responsibilities. They shall not supply alcohol to any retailer convicted of selling to minors, to intoxicated persons, or of employing anyone under 18. They shall not supply unlicensed outlets. They shall not use alcohol as an inducement to employment or in lieu of wages. Producers and distributors are further encouraged to support retail partners in promoting responsible practices and participating in UAIA activities.
All advertising and promotional material for alcoholic beverages shall promote responsible enjoyment. Advertisements must not feature, encourage or glamorise irresponsible drinking, whether through the quantities depicted, the manner of consumption or the context in which drinking is shown.
Advertising shall be directed at building brand preference and loyalty among existing adult consumers. It shall not seek to encourage a general increase in alcohol consumption.
Alcohol advertising shall never be directed at persons under 18. Anyone depicted in an advertisement in connection with drinking must be at least 25 years of age. Persons under 18 shall not appear in alcohol advertisements, and they must never be shown or implied to be consuming alcohol. Advertisements shall not be placed in or around children’s programming on television, radio, cinema or any medium specifically aimed at children.
Advertisements shall not imply that drinking alcohol is essential to business success, social acceptance or sexual attractiveness. They shall not portray refusal to drink as a sign of weakness and they shall not use dares or challenges. Content that is sexually suggestive, that depicts nudity or near-nudity, or that implies alcohol contributes to sexual success or seduction is prohibited.
Advertisements shall not claim curative properties for alcohol or present it as a stimulant, sedative or tranquilliser. References to refreshment are permissible, but any implication that performance can be enhanced through drinking is not.
Advertisements shall not depict or suggest alcohol consumption in contexts that are widely recognised as unsafe or inappropriate, including driving, operating machinery, sport requiring intense physical effort, or any other activity demanding sobriety and precision. Pregnant women shall not be depicted. Alcohol shall not be advertised in a context of aggression or antisocial behaviour.
Advertisements shall not encourage consumers to prefer a product on the basis of higher alcohol content or intoxicating effect. Factual information about alcoholic strength, provided for consumer guidance, is permitted.
All advertisements in print, television, cinema, radio and outdoor media, as well as all product labels and packaging, shall carry the following message in a clear, legible format: “Not for sale to persons under the age of 18.”
