In April 2016, EUCAM filed a complaint against a radio-commercial from the supermarket chain "Jumbo" for alcoholic drinks, that has been broadcasted multiple times at NPO Radio 1 between 06:00 and 21:00. The Dutch Media Authority warned this radio channel for their breach of the Dutch Media Law.
The Dutch Media Wet 2008 (Media Law) stipulates that there is ban in place for advertising alcoholic beverages between 06:00 and 21:00 (see also this page for more information on alcohol marketing regulations in the Netherlands: http://eucam.info/regulations-on-alcohol-marketing/netherlands/)
The Dutch Commissariaat voor de Media (Media Authority), that upholds the rules which are formulated in the Dutch Media Act, has asked the media-institution NPO Radio 1 to adhere to the rules to protect minors from exposure to marketing for alcoholic beverages. The Dutch Media Authority has given NPO Radio 1 a warning as a result of their breach of the Media Law.
Beer is too cheap and needs a minimum price, according to the Dutch Institute for Alcohol Policy STAP. Director Wim van Dalen told RTL Nieuws on Friday that supermarket are selling beers for ‘ridiculous prices’ such as a crate for less than € 5, or 20 cents a bottle.
He said introducing a minimum price could drastically reduce alcohol abuse since his body believes such low prices attract young people and problem drinkers, with the result of alcoholism, crime and absenteeism. STAP cites six recent studies it says demonstrate a minimum price is the best solution, with drinks priced according to their alcohol percentage. According to Van Dalen in the Netherlands a crate of 24 bottles should not be priced for less than € 8.50.
Brewers react differently. A Bavaria spokesman told RTL Nieuws not to be happy with the low prices of beer in supermarkets. “But as relatively small operator in a highly-competitive beer market, we are compelled to (partly) go along with them.”
Grolsch said they are for “reasons of principle” against a fixed price.
In recent years the Dutch government gave a € 6.6 million grant to Heineken for so-called development aid in Africa. Prime Minister Rutte praised Heineken in September 2015 during a speech to the UN, because of the purchase of beer barley from local farmers in Africa.
Research journalists of the Dutch television-program Zembla studied the impact of the € 1.3 million grant Heineken received from the Dutch government for the acquisition of two state breweries in Ethiopia.
Who benefited? The advantage for Heineken is obvious: net sales rose sharply and the company now controls 30% of the Ethiopian beer market. But that does not apply to the Ethiopian government: Heineken currently pays - despite increased sales - less income tax than before the acquisition in 2011. In addition, Heineken also paid much less wage tax. That's because since the acquisition of the two breweries, 699 Ethiopians were fired by Heineken.
The impact on poverty in the country and on the beer barley farmers who participate is unclear. The latter have a higher yield and a better price, but may only supply the breweries of Heineken. An expert of the IMF judges the results of the Dutch policy as a lose-lose-win situation. A loss for the Ethiopian treasury, a loss for the personnel of the breweries and a win for Heineken.
Authors:Craig S. Ross, Avalon de Bruijn and David Jernigan
Title: Do time restrictions on alcohol advertising reduce youth exposure?
Journal: Journal of Public Affairs
Volume 13, Issue 1, pages 123–129, February 2013
Regulators may attempt to reduce youth exposure to alcohol advertising by restricting times during which alcohol ads may be aired on television or radio. The Netherlands introduced such a policy and found that teenage advertising exposure increased following the time restrictions. This study uses simulation analysis and a comprehensive database of television alcohol advertising to demonstrate that time restrictions are likely to reduce advertising exposure to the youngest viewers while increasing exposure for the high-risk teenage population.