European Policy Seminar
Brussels, 7 June 2017
Regulation of alcohol marketing in Finland
Marjatta Montonen
Administrative regulation
Early 1970s
• Increase in the number of on- and offpremise outlets in 1968 started an
upward trend in alcohol consumption.
• A ban on all alcohol advertising was
discussed as a possible countermeasure.
• The chosen option was for the state
alcohol monopoly to issue
administrative guidance with the effect
of limiting the content of alcohol
advertisements to the provision of
product information. Only a picture of
the bottle was allowed.
Legislative regulation
Legislative ban as of 1977
• Advertising for beverages above 2,8%
abv was banned, also indirect
advertising through non-alcohol
products.
• Low-alcohol beer fell outside the ban.
The loophole was used to promote
stronger beers of the same brand.
• Expenditure on low-alcohol beer
advertising equalled 20% of the value
of low-alcohol beer sales in late
1980s.
• As of 1977 also prohibition of tobacco
advertising and of smoking in indoor
public spaces.
Advertisement for low alcohol beer:
”An arousing flavour.”
”Distinguishes men from boys.”
Liberalisation
Accession to the EU in 1995
• State alcohol monopoly limited to retail
sale – as required by the EU.
• Availability of alcoholic drinks up to 4,7
% abv outside monopoly shops was
increased.
• Advertising allowed for beverages up to
22 % abv – although not required by
the EU.
• EU’s TVWF rules on the content of
alcohol advertising incorporated into
the Alcohol Act of 1994 and applied
across all advertising media.
• Guidance based on case rulings issued
by the supervisory authority.
Alcohol advertising shall not be aimed at
minors, shall not emphasise alcohol
content as a positive quality, shall not
describe heavy consumption in positive
terms.
Responsibility message in advert for ready-to-drink with 4,6% abv, 2014
Restrictions to limit youth exposure
Alcohol consumption continued to increase, also spurred by
alcohol tax reduction in 2004. Corrective measures starting from
2008.
• Tax raises to reduce the affordability of alcohol
• Restrictions on discount advertising
• Multi-packs cannot be more affordable than single products
• Special offers cannot be advertised in the media unless they stand
for two months consecutively – e.g. no happy hour promotions
outside the premises
• Restrictions on advertising media to protect youth
• Watershed for TV and radio: alcohol commercials only after 22:00h
• Alcohol advertising in cinemas only when the film is rated 18+
• As of 2015 alcohol advertising prohibited in outdoor or indoor
public places
Restrictions affecting social media advertising
Social media have become increasingly important in the promotion
of alcoholic beverages to a predominantly young audience.
Restrictions introduced to limit the use of two techniques common
in digital advertising: gamification and social influence advertising.
As of 2015 alcohol advertising and sales promotion may not involve
• taking part in interactive game, contest, quiz, survey, lottery etc.
• any textual or visual content produced by consumers
• any content which is intended to be shared by consumers.
Brand advertising through conventional web pages and using
conventional techniques is still allowed.
The restrictions do not apply to individuals’ Facebook pages, blog
texts or social media postings – so long no money is involved.
Does it make a difference?
• Several changes in 2015: ban on outdoor
advertising, restrictions on social media
advertising and adjustment of broadcasting
watersheds.
• One 2015 survey shows decrease in underage
exposure to outdoor alcohol advertising.
• Another 2015 survey shows increase in
underage exposure on TV, in shops and on the
internet.
• In-depth study in progress on effectiveness of
the restrictions, including comparison of brand
websites before and after.
• Drinking by 16-year olds has decreased over the
past 15 years – due to many factors.
• In 2016, the prevalence of binge drinking was
still highest among young people in their 20s.
Ilta-Sanomat 17.12.2016
Options for further action
• Research evidence supports media-specific
bans rather than partial measures.
• Based on experience, the only effective way
to control content is
• to limit alcohol advertising to the
provision of factual information on the
product and
• to list what information and images are
permitted rather than what is not.
• For alcohol advertising through on-line
platforms and services , effective age
verification techniques should be
mandatory.
• Control of cross-border alcohol advertising
requires cross-border action, for example
modelled on the FCTC approach.
HS 16.3.2016