The Economic Freedom Fighters (EFF) wants National Assembly Speaker Thoko Didiza to urgently refer its Private Members’s Bill, the Liquor Amendment Bill, to the Parliamentary Portfolio Committee on Trade, Industry and Competition.

The party formally introduced the Bill in the National Assembly, to amend the Liquor Act of 2003 by prohibiting the advertising, promotion and product placement of liquor in all forms of media.

The Bill also seeks to prevent the use of brand elements, company names, or sponsorships linked to liquor at organised events.

“We further call on the committee to fast-track the processing of the Bill, as its provisions are straightforward, desperately needed and cannot be subject to unnecessary delays,” said the EFF.

The party argued that the Bill would ensure that "public health, social stability and the dignity of the people" were prioritised above the profits of liquor corporations.

"We live in a society where alcohol has been normalised and marketed as a lifestyle aspiration. Bright and attractive adverts target even young children, who grow up associating alcohol with success, sport, and leisure," the EFF explained. 

It claimed the adverts conceal devastating consequences of excessive consumption, such as broken families, high levels of gender-based violence, road fatalities, and an overburdened public health system.

"The true cost of alcohol abuse is carried by society as a whole, while corporations escape accountability through slick advertising and irresponsible promotion," the EFF said. 

The party wants political parties, civil society organisations and communities to back its Bill.

"We urge parents, educators, health professionals, and faith-based organisations to stand with us in ending the manipulation of our people through alcohol advertising. We also call on all stakeholders to actively make submissions during the parliamentary process to ensure the voices of our people are heard and acted upon. This is not just an EFF Bill, it is a call to action for the collective well-being of the nation," the party said.