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The power of booze! Goa govt works round ban

Sandesh Prabhudesai in Panaji

The money earned off liquor remains effective enough to compel the government to change its policy of non-promotion. The Goa government is an example of this.

Two months ago, the state excise department clamped down authoritatively on all kinds of liquor promotion in the state, thanks, of course, to a directive from the high court. Now, the same excise department, has issued a special notification allowing liquor promotion.

"Is there any harm if liquor bottles and logos are displayed on hoardings or newspapers?" asks state Excise Commissioner J B Singh. "In what way is it different from displaying it in the shops?" Ironically, Singh had ordered the razing of all the liquor hoardings in the state two months ago.

Acting on a petition filed by Dr Claude Alvares, head of the Goa Foundation and a leading environmentalist, the Goa bench of the Bombay high court had directed the authorities to strictly implement Section 10A of the Goa Excise Duty Act 1964, which was not implemented for over three decades now.

As per the Act, Section 10A 'prohibits any person from advertising or distributing any advertisement or other matter relating to liquor which solicits the use of or offers any liquor or which is calculated to or is likely to encourage or invite any individual or class of individuals or public to commit a breach of any rule...'

Following the court order, Dr Alvares immediately served a notice to the state tourism department, pointing out that no liquor promotion could be allowed at the state-sponsored five-day Food and Cultural Festival as well as the Carnival, which is scheduled for February.

Also affected were hundreds of 'traditional' Christmas dances, where liquor flows like water, courtesy the liquor companies who voluntarily come forward to sponsor such events, in kind and cash.

Apprehending more trouble, the government has swung into action. Making use of a provision under the same Act which allows exemptions under 'special' circumstances, the government has allowed exemptions for liquor advertising and promotion for seven days during special events.

The special events, states a government circular, are the Food and Cultural Festival, the Carnival, and any other special events held for seven days. "These will mainly include festivals held by liquor companies," admits Singh.

Following the notification, the state officials have invited President K R Narayanan to inaugurate the Carnival in February. The Christmas dances were sponsored by liquor companies, despite the court order.

Singh justifies the involvement of liquor companies. "Tourists come to Goa precisely to see these events, which have been sponsored by liquor companies for the last 30 years."

Also relieved by the notification is the print media and the advertising agencies, who have now been given a blanket concession to advertise liquor products.

Perhaps it was to protest the high court order that local newspapers did not carry any reports of the high court's directive.

Singh draws a fine distinction about the advertisements that will appear after the notification compared to the earlier ones. "Now, liquor companies can only advertise a bottle or the brand names. Additional literature, which might provoke the reader to drink, remains prohibited," he says. The state excise commissioner feels the mere display of a bottle does not make a teetotaller a drinker, and this still legally allows companies to promote their brands.

What he, perhaps, means is that liquor promotion is not bad in spirit!