Marketing mild alcoholic beverages
As a rule, the marketing of mild alcoholic beverages containing at most 22 per cent of alcohol by volume is permitted. However, legal restrictions have been imposed on their advertising, indirect advertising and other sales promotion, as well as sales promotion channels and content.
The marketing restrictions also apply to beverages containing 1.2–2.8 per cent of alcohol by volume.
Restrictions on sales promotion channels
Alcoholic beverages cannot be advertised in public places, apart from certain exceptions. Alcohol advertising is prohibited by law on television and radio between 7 am and 10 pm, and in cinemas when showing films permitted for viewers aged under 18 years. In advertising in information network services, commercial operators cannot use any content produced by consumers or place any content produced by them or consumers available to consumers for sharing. More information about marketing on social media is available on the page “Marketing alcoholic beverages on social media” and in the guidelines on alcohol marketing at the end of this page.
Restrictions on content
Alcohol advertising cannot depict minors or anyone whose intoxication is clearly visible or who behaves in a disorderly manner, nor can it be targeted at such individuals. Any advertising of alcohol that involves consumers participating in games, prize draws or contests is also prohibited.
The consumption of alcohol cannot be linked to driving a vehicle, and alcohol advertising cannot create an image that the use of alcohol enhances performance or advances social success or sexual prowess. Presenting the alcohol content of an alcoholic beverage as a positive feature or depicting the abundant use of alcohol in a positive light or the moderate use of alcohol in a negative light is also prohibited by law.
Furthermore, creating an image of alcohol having medical or therapeutic qualities, or that it stimulates, relaxes or is a means for resolving conflicts is prohibited in alcohol marketing. Alcohol marketing cannot be contrary to good practice, or inappropriate or misleading for consumers.
In retail is permitted to sale alcoholic products containing at most 5.5 per cent of alcohol by volume. The pre-mixed products may also contain strong alcoholic beverages. The name of these products may partly consist of the product name of a strong alcoholic beverage.
Due to the prohibited marketing of strong alcoholic beverages, products including the product name of a strong alcoholic beverage cannot be marketed. Such products must be displayed in a restrained and moderate way in the retail sales premises, also relative to the other product range of the outlet. Such products can be entered in standard price lists, but any separate discount prices cannot be advertised.
The marketing of mild alcoholic beverages is permitted regarding such alcoholic beverages whose name only includes the generic name of a strong alcoholic beverage.
Frequently Asked Questions
Advertising is considered to be targeted at minors if it attracts them to purchase alcoholic beverages or creates positive images and attitudes regarding the use of alcohol. Advertising cannot be presented in conjunction with content targeted at minors, including programmes, online games, music or videos targeted at minors. Furthermore, advertising alcoholic beverages is prohibited at musical, cultural and other events intended for children and young people.
Marketing cannot depict minors or individuals who appear young.
First of all, public places are open areas. Typical public places include public roads and streets, footpaths and pedestrian routes, open marketplaces, public car parks, squares and parks. Open and unfenced sports grounds, recreational routes, camping sites and public water areas are also public places.
A public place may also be a building or similar enclosure with a fence, walls or ceiling, usually accessible by passing through a door or gate. Such places may be closed to the public at specific times, including at night or when they are not functioning as the venue of a public event or occasion. Public places of this kind include shopping centres, transport terminals, multi-storey car parks and cinemas.