Netherlands


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

 


Table 1Statutory Alcohol marketing regulations in the NetherlandsCoverage
justicebnwDrank- en
Horecawet
(Alcohol Licensing and Catering Act)
Only store shelves. (It dictates that alcoholic beverages must be seperated from non-alcoholic beverages on the shelves of stores). Article 2 of the Alcohol Licensing and Catering Act gives the minister of Health, Welfare and Sport the competence to regulate alcohol advertising in an order in council. But until now there is no such regulation in force. This Act will be evaluated in 2016.
Media wet 2008 (Media Act 2008)TV, radio. RTL Nederland - which is focused at the Netherlands but established in Luxembourg, has voluntarily agreed to adhere to the rules relating to the time-ban (note: RTL Nederland has not agreed to adhere to the rules on product placement and sponsoring).

Table 2 Statutory regulations per mediumType of statutory restrictions
TVTelevisionBan on advertising for and teleshopping
messages for alcohol beverages between 06:00 and 21:00 (Chapter 2,
Section 2.5.2,
Article 2.94 c; Chapter 3, Section 3.2.2, Article 3.7,
subsection 2c Media Law)
Sponsoring has to be indicated and has to be neutral between 6 am and 9 pm (Media Act)
Product placement is only allowed for commercial broadcasting and at certain categories of programmes. Product placement for alcohol beverages is not allowed between 6 am and 9 pm (Media Act)
RadioMusic-Radio-iconBan on advertising for and teleshopping
messages for alcohol beverages between 06:00 and 21:00 (Chapter 2,
Section 2.5.2,
Article 2.94 c; Chapter 3, Section 3.2.2, Article 3.7,
subsection 2c Media Law)
Sponsoring has to be indicated and has to be neutral between 6 am and 9 pm (Media Act)
Outdoor marketingOutdoor AdvertisingNone
Printed mediaPrint mediaNone
CinemaCinemaNone
Internet/digital mediaOnlineNone
Promotional itemssales promotionsNone
(Sports) sponsorshipsponsorshipNone

Table 3 Labelling informationDescriptionLegally binding or self-regulation 
Health warnings:Alcohol industry has agreed to use a "alcohol and pregnancy" logo (however, there are no sanctions in place in case of breach of this agreement)Self-regulationpregnancywhite
Ingredients/nutritional informationNo

Table 4 Self-regulations on Alcohol marketing in the NetherlandsCoverage
Reclamecode
voor
Alcoholhoudende
dranken (RVA) STIVA
(Advertising Code for
Alcoholic Beverages)
TV, radio, cinema, sponsoring, internet/digital media (since 1 January 2012 restrictions on alcoholmarketing via social media), outdoor, print, promotional items
Richtlijn
Horecapromoties STIVA (Guidelines Catering
Promotions)
Catering
promotions (e.g.
price, number of
drinks)

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

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