As the Philippines gears up for its vibrant festive season of celebrations in the lead up to the end of the year, an industry alliance seeks to raise public awareness about illicit alcohol and give citizens the confidence to identify authentic products and sellers.
According to international agencies including the World Health Organization (WHO), an estimated 20-30% of alcohol consumed in the Philippines is ‘unrecorded,’ this includes homemade alcohol, smuggled goods, and counterfeit products. These forms of unrecorded alcohol can pose potential health risks and impact the economic performance of legitimate local businesses. In the case of counterfeits, they are also a pocketbook risk – counterfeit products are a type of scam.
Ahead of time for the holiday season, the Alliance Against Counterfeit Spirits (AACS), with support from the Asia Pacific International Spirits and Wines Alliance (APISWA) and the Alcoholic Beverages Alliance of the Philippines (ABAPI), is launching a campaign to inform and recruit consumers to help combat illicit alcohol in the Philippines.
Coordination with the government is crucial in the fight against illicit trade. The campaign is backed by the Intellectual Property Office of the Philippines (IPOPHL).
“For those of us who choose to drink, responsible drinking starts with knowing what you are drinking. Counterfeit alcohol can never replicate the taste and experience of genuine, authentic products. Other types of unrecorded alcohol also present risks for the consumer,” said David Francis, Managing Director for AACS.
“This campaign is an important step towards ensuring Filipino consumers can make safe, informed choices and help protect legitimate local businesses. By working together, we can start this festive season filled with genuine enjoyment and responsible drinking.”
The “Drink Authentic, Enjoy Responsibly” campaign aims to help consumers who choose to consume alcohol to make safe, informed choices. This includes knowing how to spot counterfeit or smuggled alcohol and remain vigilant about points of sale in real life or online.
"This campaign aims to promote consumer awareness about counterfeit spirits. It is vital that consumers enjoy genuine products, free from the risks posed by counterfeit alcohol. Authenticity and moderation are at the heart of every great drinking experience. When you choose authenticity you're opting for craftsmanship, quality and safety" said Davide Besana, APISWA Director.
A changing market and growing health risks
A long-term shift in consumer preferences toward premium, high-quality alcoholic beverages, particularly in the spirits market, has opened new opportunities for counterfeiters. Counterfeit alcohol production and the illegal importation of alcohol are activities carried out by criminal networks that are often linked to other illicit activities.
In September 2023, the National Bureau of Investigation (NBI) confiscated 6,562 bottles of counterfeit alcoholic beverages, worth up to PHP 96 million, during operations in five areas across Pasay, Parañaque, Manila, Quezon City, and Aklan province.
Intellectual Property Office of the Philippines (IPOPHL) Director General Rowel Barba leads the charge in the Philippines in warning against the negative effects of these illicit products, supporting the campaign’s message to protect consumers and the brands established by IP rights holders.
In 2021, IPOPHL helped initiate a Memorandum of Understanding (MOU) that brings together e-commerce companies and IP owners to establish a code of practice to combat counterfeit goods, including alcohol. At present, IPOPHL continues to facilitate the E-Commerce MOU which is now backed by nearly 50 signatories.
“Counterfeit alcohol not only cheats all of us by robbing legitimate businesses of revenue and the public of tax revenues, it also endangers the lives of consumers,” Barba said. “Our office is committed to working with all stakeholders, including AACS, APISWA and ABAPI, to strengthen measures to combat illicit alcohol trade in the country and raise awareness on the issue.”
Empowering consumers and protecting businesses
At the core of the campaign are tips to educate consumers on how to identify authentic alcoholic beverages using the 5Ps:
1. Place: Always buy from reputable traders and ensure you receive a valid receipt. Sellers without proper credentials may be dealing in counterfeit or illegal goods.
2. Price: Compare prices with those in established supermarkets. If the price seems too low, it could indicate that the product is counterfeit or illegal.
3. Product: Check the product for any unusual debris, smell, or color. If something seems off, trust your instincts.
4. Packaging: Look for signs of tampering or previous opening. Check the fill level of the bottle and ensure there are no spelling errors or misprints on the packaging.
5. Payment and Refund: Use recognized payment channels. Suspicious payment methods could be a red flag for counterfeit products.
By following the 5Ps, individuals can protect themselves and others from the harmful effects of illicit alcohol. Consumers and businesses are also encouraged to practice these key actions:
Spot it: Learn how to identify counterfeit alcohol products.
Report it: Notify authorities or appropriate organizations when you encounter suspected illicit alcohol.
Dispose of it: Safely and responsibly dispose of empty bottles to help combat the counterfeit supply chain and always dispose of suspected counterfeit safely
Consume responsibly: Drinking responsibly begins with ensuring that you are consuming genuine products.
The campaign further emphasizes that responsible drinking extends beyond moderation and that making informed choices ensures that what you are consuming and selling is safe and legal.
Know more about the “Drink Authentic, Enjoy Responsibly” campaign by following its social media pages on Facebook and Instagram.
For more detailed guidelines on avoiding and reporting illicit alcohol, visit https://aacs-global.com/how-to-stay-safe.
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