President John Mahama has called on members of the African International Advertising Association to use good packaging practices that could propel their goods and products onto international markets.

He said packaging alongside promotion of tourist sites and other positives of Africans could be instrumental to the growth and development of the continent in the coming days.

President Mahama made this call when he addressed members of the International Advertising Association (IAA) at their two-day “Africa Rising, the new consumer Generation IAA,” conference in Accra.

President Mahama said Africa was the continent of opportunities, and the harnessing of those opportunities would solely depend on the African Industrialists and professionals.

He announced that government was working around the clock to pass the Advertising Bill which would regulate the advertising industry to reduce irregularities in the sector.

Faris Abouhamad, IAA President said the conference was not only relevant to businesses, but those in communications and publications as well.

He said the world was changing and it was, therefore, necessary for all to adopt new measures that could propel trade and investment in the next generations.

Joel Nettey, President of Ghana Chapter of IAA, said Africa pointed out that Ghana’s hosting of the conference demonstrated the confidence other international bodies were gaining in the activities of the African countries.

He urged Africans and managements of African businesses to tell their own stories by promoting all good aspects of the continent rather than allowing others to portray only the negatives to the international world. The IAA president said the only way they could achieve that feat was to build networks to survive in the world economic trends and eliminate charlatans who parade themselves as marketing executives.

The IAA awarded President Mahama as an honorary life member in the International Advertising Association.

The IAA, which was established in 1938 as a non-profit is comprised of corporate members, organizational members, educators, as well as 50 chapters with individual members and young professionals from over 70 countries.

It is a globally-focused trade association with membership representing advertisers, agencies, educators and the media.

Its mission is to promote critical role and benefits of advertising as a vital force behind healthy economies and to promote brand building protection and advancement of freedom of commercial speech and consumer choice.

IAA also encourages greater practice and acceptance of advertising self-regulation and aims at providing a forum to debate emerging professional marketing communications issues and their consequences in the fast changing world environment.