Advertising targeted at minors (under 18) is totally banned. This applies to all kinds of sales promotion and marketing practices, not only advertisements. Also depicting minors in ads is prohibited.
Until 1994, an almost total ban on all alcohol marketing existed. Since 1995, marketing has been allowed for mild alcoholic beverages up to 22 % abv. Marketing of all strong beverages remained banned. The content of alcohol advertisement was subject to rules taken from the European Community TV Directive: no targeting minors, no linkage to social or sexual success or driving etc. Rules applied to alcoholic beverages above 1,2 % abv.In 2008, new controls for marketing mild alcoholic beverages came into existence (all further controls and amendments concerned mild beverages - as all marketing of strong beverages has been banned the whole time):
- No alcohol advertising on TV between 07:00 pm and 21:00 pm.
- No alcohol advertising in cinemas except if the film is rated for adults only.
- No media advertising for special offers unless they stand for 2 months consecutively. For example “happy hours” can only be advertised within on-premise outlets.
- TV watershed pushed to 22:00 pm and introduced for radio too.
- Ban on alcohol advertising outdoors in public places: streets, bus stops etc.
- Ban on certain forms of alcohol marketing common in new media:
- games, lotteries and contests
- use of textual or visual content produced by consumers of content intended to be shared by consumers.
|Table 1||Statutory Alcohol marketing regulations in Finland||Coverage|
|Alkoholilaki 1994/1143 (The Alcohol Act, latest update in 2015)||TV, radio, cinema, sponsoring, internet/digital media, outdoor, print, promotional items, marketing on the spot|
|Table 3 Labelling information||Description||Legally binding or self-regulation|
|Table 4 Non-statutory Alcohol marketing regulations in Finland||Coverage|
nän ohjeet (Brewing industry`s
|TV, radio, cinema, sponsoring, internet/digital media, outdoor, print, promotional items, marketing on the spot, packages. However, because of the very strong statutory regulation, non-statutory industry self regulation is practically non existent in Finland.|