Germany

This page contains information on statutory alcohol marketing
regulations in Germany (table 1); a description of the restrictions per medium (table 2); labelling information (table 3); information on non-statutory alcohol marketing regulations (table 4); the complaints procedure; and lastly a summary about the German regulations on alcohol marketing, including exhaustive, downloadable documents from the ELSA & FASE research projects.

 


Table 1Statutory Alcohol marketing regulations in GermanyCoverage
justicebnwJugendschutzgesetz (JuSchG) (Protection of Young Persons Act)Cinema, sales of alcohol and tobacco (age limits), videos, computer games, visit of discos and gambling

Jugendmedienschutz-Staatsvertrag (JMStV)
(Interstate Treaty on the Protection of Human Dignity and the Protection of Minors in Broadcasting)
TV, radio, internet/digital media

Table 2 Regulations per mediumType of restrictions
TVTelevisionYouth protection policy: (5) Advertising for alcoholic beverages must neither be directed towards children and adolescents nor show them drinking alcoholic beverages. […]
(6) Subsections 1 to 5 are also valid for teleshopping. […] (paragraph 6 Jugendmedienschutz-Staatsvertrag)
RadioMusic-Radio-iconYouth protection policy: (5) Advertising for alcoholic beverages must neither be directed towards children and adolescents nor show them drinking alcoholic beverages. […]
(6) Subsections 1 to 5 are also valid for teleshopping. […] (paragraph 6 Jugendmedienschutz-Staatsvertrag)
Outdoor marketingOutdoor AdvertisingNone
Printed mediaPrint mediaNone
CinemaCinemaTime ban: Commercials and advertising programmes for tobacco products and alcoholic drinks must not be shown before 6 p.m., notwithstanding the conditions specified in Sub-Clauses 1 through 4 (Paragraph 11(5) Jugendschutzgesetz)
Internet/digital mediaOnline(5) Advertising for alcoholic beverages must neither be directed towards children and adolescents nor show them drinking alcoholic beverages. […]
(6) Subsections 1 to 5 are also valid for teleshopping. […] (paragraph 6 Jugendmedienschutz-Staatsvertrag)
Promotional itemssales promotionsNone
(Sports) sponsorshipsponsorshipNone

Table 3 Labelling informationDescriptionLegally binding or self-regulation  
Health warnings:No (Some spirit procucers/ brands use this label, but it is not binding to use it)pregnancywhite
Ingredients/nutritional informationNo

Table 4 Non-statutory Alcohol marketing regulations in GermanyCoverage
Verhaltensregeln des Deutschen Werberates über die kommerzielle
Kommunikation für alkoholische Getränke
(Code of Conduct on Commercial Communication for Alcoholic Beverages)
TV, radio, cinema, sponsoring, internet/digital media, outdoor, print, promotional items and any communication instrument

The following document contains an in depth (but older) overview of alcohol marketing regulations in Germany: alcohol-marketing-regulations-Germany.pdf

For even more (but older) information on alcohol marketing regulations in Germany, please take a look at Germany's appendix to the 2007 ELSA (Enforcement of national Laws and Self-regulation on advertising and marketing of Alcohol) report.