Alcohol Marketing Regulations in Sweden
Restrictive national rules challenged by EU trade treaty
Overview July 2009
By Avalon de [email protected]
Volume restrictions prior to 2003:
• Ban alcohol ads on national TV (Alcohol Act)• Ban on satellite TV (Radio and Television Act)• Ban alcohol ads on Radio (Alcohol Act)• Ban alcohol ads on Magazines/Periodicals (Alcohol Act)• No outdoor advertising for stronger beer, wine and spirits
in waiting halls, public transportation and sport events (self-regulation)
• No advertising for stronger beer, wine and spirits in cinemas or theatres (self-regulation)
• No specific rules with respect to internet (self-regulation)• prohibited sales promotion measures:
– i) the handing out of product samples or tasting; – ii) the handing out of free gifts (e.g. trays, glasses, etc); – iii) competitions with prizes and discount coupons; – iv) combination offers
Content restrictions prior to 2003:
• An image must not consist of anything other than especially moderate reproduction:
i) of the product or its raw ingredients;
ii) of an individual bottle or can;
iii) the trademark or other equivalent distinctive mark for
the product;
iv) the image must also be neutral and not contain any
representative elements, decoration or other
elements which may create tangible associations.
In theory:
Ban on alcohol ads on national AND on satellite TV
In practice:
Satellite channels broadcasted from abroad (Kanal 5, TV3, MTV) make use of looser British rules
Share of alcohol adv. Minutes by channel in 2002
Discovery 0%
Eurosport -
Kanal5 24%
MTV 26%
TV3 29%
TV4 5%
ZTV 16%
Source: MMS 2004
Sweden and pressure of Europe prior to 2003:
• Swedish court overrules Swedish ban on alcohol ads in magazines:
- Obstacle to the free movement of services within the EU;
- Damage to trade was not in proportion with the protecting of public health (other efficient measures already taken: high alcohol taxes, state retail monopoly);
- Court agreed that Swedish consumers already see alcohol ads in foreign magazines, TV channels and on the Internet.
Sweden and pressure of Europe in 2003:
Share of alcohol adv.
Minutes by channel
in a year (%)
2002 2003
Discovery 0 0
Eurosport - 15
Kanal5 24 17
MTV 26 20
TV3 29 15
TV4 5 10
ZTV 16 22
Effect of Decision Court:
•Alcohol Ads in Newspapers/Magazines is allowed;
•Uncertainty about what is permitted in other media (see table);
•Judgment can be used to attack other national bans;
•The Swedish government participated on this development by revising the Alcohol Act in 2005.
Source: MMS 2004
Revision Alcohol Act in January 2005:
• Prohibition of Advertising alcoholic beverages >15% VOL (already in force in 2003);
• People are not allowed to appear in ads;
• Warning texts in ads are required;
• Ads cannot target people under the age of 25.
Future developments:
• From February 2008: Swedish rules more in line with EU standards: Swedish TV channel TV4 will be allowed to show as many commercials as satellite competitors (TV3/Kanal5);
• More difficult to enforce
Swedish rules restricting
alcohol ads.