The 13th Gong-gong Awards was held on Saturday in Accra with a call on the Ministry of Trade and Industry to, as a matter of urgency, ensure that the Advertising Council Bill is passed.
The bill when passed would, among other things, safeguard consumer right against deception in various advertisements and ensure higher professionalism of advertising standards and ethics are observed.
The event, which demonstrated the purpose of advertising as a major contributor to the success of business, was celebrated under the theme: “Creativity is the Business Growth Engine.”
Speaking at the event, Executive Director of the Advertising Association of Ghana (AAG), Mr Francis Dadzie, observed that many consumers were deceived by unscrupulous advertisers who run false promotional advertisement on television, radio, print and bill boards to arouse interest of the people to purchase.
He explained that advertising agency was a profession, and there should be a council to license practitioners to ensure they work to meet the ethical standard.
Mr Dadzie noted that consumers were undermined and at a great disadvantage as some of the adverts did not go through regulated process, thus underscored the need for the bill to be passed to protect them.
He also advised the media to do a thorough check on advertisers before running their adverts, adding that “when the bill is passed the media will be demanded to run adverts from certified advertisers, otherwise they will be penalised.”
Mr Torgbor Mensah, president of DDP Outdoor, stated that the awards aimed to reward creativity and strategic thinking that have been developed locally to add value to the country’s businesses.
He said as part of AAG rebranding process, platform was created to involve young creative and business-minded individuals to participate in the award scheme next year.
Mr Mensah stressed that AAG protects and promotes advertising at all levels of government through grassroots activities, and urged the government to help the association to enhance advertising by passing the bill to establish a legal framework for advertising practices.
Four advertising agencies won six platinum awards, which is the ultimate award and other agencies took home 22 gold and 23 silver awards.
The ultimate winners of the night included Innova DDB Ghana, BTL Marketing Solution, Now Available Africa and Interactive Digital.
Ms Delese Mimi Darko, chairperson of the World Health Organisation (WHO) African Vaccines Regulatory Forum, Mr Thyron Adusu, Chief Executive Officer of Toucan Media Limited and Mr Ato Afful, a media strategist of Pan Africa Advertising won the special recognition award, whilst CEO of Nash Advertising Limited, Mr Nash Mike Fenuku was awarded the Distinguished Personality of the year.
BY JOYCELINE NATALLY CUDJOE