Sweden

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

 



Table 1Statutory Alcohol marketing regulations in SwedenCoverage
justicebnwAlkohollagen (The Alcohol Act, EN (draft) version)Rules in the Alcohol Act apply to all sorts of marketing (including alcoholic beverages as gifts in connection with marketing). It applies also to alcoholic beverages > 2,25% VOL. (The ban for alcoholic drinks > 15% VOL only applies to commercial advertisements in periodical publications or other publications on which the press law is applicable, and which, with respect to the order of release, are comparable to periodicals.)
Radio-och TV-lag (Radio and Television Act 17 June 2010)TV, radio

Table 2 Regulations per mediumType of statutory restrictions
TVTelevisionTotal advertisement ban for alcoholic drinks (The Alcohol Act)
No product placement allowed for alcoholic beverages (Chapter 6, section 2, Radio and Television Act)
Programmes in TV broadcasts, searchable Teletext or on-demand TV may not be sponsored
by any party whose principal activity is manufacturing or selling alcoholic beverage (Chapter 7, section 2 Radio and Television Act)
RadioMusic-Radio-iconTotal advertisement ban for alcoholic drinks (The Alcohol Act)
Radio programmes may not be sponsored by any party whose principal activity is to
manufacture or sell alcoholic beverages or tobacco products (Chapter 15, section 9 Radio and Television Act)
Outdoor marketingOutdoor AdvertisingNo explicit ban in the law regarding outdoor marketing of alcoholic beverages. However, as a main principle it is considered that outdoor marketing of alcoholic beverages
is not consistent with the requirement that marketing of alcoholic beverages must be particularly moderate.
Printed mediaPrint mediaTotal advertisement ban for alcoholic drinks > 15% VOL.) (The Alcohol Act). Since 2003, it is legal to advertise for alcohol drinks <15% VOL.
CinemaCinemaNo explicit ban in the law regarding marketing of alcoholic beverages in cinemas. However, as a main principle it is considered that marketing of alcoholic beverages
in cinemas is not consistent with the requirement that marketing of alcoholic beverages must be particularly moderate.
Internet/digital mediaOnlineNone
Promotional itemssales promotionsTotal advertisement ban for alcoholic drinks > 15% VOL.) (The Alcohol Act)
(Sports) sponsorshipsponsorshipNone

Table 3 Labelling informationDescriptionLegally binding or self-regulation  
Health warnings:Warning texts need to accompany alcohol advertisements if the alcohol advertisement is published in a periodical publication or other publication on which the press law is applicable. At least 20% of the surface must contain a warning text in black on white background and with a black frame.Legally binding (§ 13-14 Alcohol Act) pregnancywhite
Ingredients/nutritional informationNone

Table 4 Self-regulations on Alcohol marketing in SwedenCoverage
Rekommendation avseende reklam för alkoholhaltiga
drycker och alkoholhaltiga lättdrycker
(Recommendation regarding advertising for alcoholic
beverages and alcoholic light drinks, by the Association of Swedish Advertisers, The Swedish Brewer´s Association and Swedish Spirits & Wine Suppliers).
The Recommendation covers manufacturers’ marketing of alcoholic drinks to consumers,
with the exception of marketing that is directed directly to consumers outside Sweden or
marketing that falls outside Swedish jurisdiction. The Recommendation contains interpretations of the rules in The Alcohol Act.

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