Regulation of alcohol marketing in Finland 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 off-premise 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