The Social Affairs and Health Ministry has drafted a law which would ban advertising of soft drinks and alcoholic beverages from appearing in public. It would essentially prohibit any such advertisements at bus stops, sport facilities or even on athletes’ shirts.
Additionally, the proposed law would prohibit the remaining advertisements from displaying more than a picture of the alcoholic product and it’s price. Just as is the case in France, this is intended to avoid displaying anything that would bring a positive association with alcohol, such as references to sexual, social or professional success.
The timeslot in which alcohol advertisements are allowed on TV, would change from after 9 pm to after 11 pm.
However, it´s not certain the law will be put into practice, as the conservatives are opposed.
Public concern has mainly concentrated on the sponsoring of ice hockey, because many ice hockey leagues are paid by beer advertising. The Helsinki IFK for instance, is sponsored by the Sinebrychoff Koff brand. “If the proposed law goes through, sponsorship will end,” said Elina Uzza, the CEO of the Federation of the Brewing and Soft Drinks Industry.
However, EUCAM would like to point out that in France where very strict regulations are in place, sports sponsoring by the alcohol industry is still prevalent, if not somewhat more discreet. For instance, France´s premier rugby cup, the Heineken Cup was rebranded, the H Cup. Also, the French example clearly shows that professional sports do not suffer significantly when law makers crack down on alcohol advertisements.
For more information on sport sponsoring, [link=http://www.eucam.info/eucam/home/ammie-sports-sponsoring.html]see our recent analysis of the sponsorship of top club in five European Countries>>[/link] [link=http://www.eucam.info/content/bestanden/ammie-eu-rapport_final.pdf]Or read the chapter on sport sponsoring in the European summary report>>[/link]
Source: What’s up Finland 04/27/12