Monitor Alcohol marketing, Panteia, 2025
A new report has been published in the Netherlands on the extent to which young people are exposed to alcohol advertising. The report also provides insight into the extent of compliance with the self-regulation of alcohol advertising and the agreements on the use of influencers.
This monitor looked at the media (TV, youth websites, YouTube, TikTok and Instagram) and at physical locations (supermarkets, sporting events, cinemas, outdoor advertising and recreational facilities). This year, supermarkets also looked at in-store advertising.
The monitor shows that there is little to no advertising specifically aimed at minors. At the same time, it appears that there is still a considerable chance that minors will see alcohol advertising in practice. They are confronted with alcohol advertising in outdoor areas, sponsorship of sporting events and matches and alcohol advertising shown on TV after 9 p.m. For example, more than 600,000 minors have been reached by alcohol advertising at some European football matches.
The 2024 Monitor shows that the number of alcohol advertisements has remained more or less the same over the past year. Only in popular television programs after 9:00 PM is a small increase visible. Alcohol advertising on TV is prohibited in the Netherlands between 6:00 PM and 9:00 AM.
Although there does not seem to be any specific targeting of young people, the researchers do see certain marketing strategies that appeal to young people indirectly. For example, brands use popular artists such as Snelle and Camila Cabello in advertisements.
The report also mentions as a point of attention that it is not always clear whether influencers on social media are sponsored or not. In addition, minors on social media easily come into contact with advertising if they are not honest about their age on their social media account.
The Monitor concludes that the current legal and non-legal regulations seem to be complied with, but that it is unavoidable that alcohol marketing reaches minors.
The rule (self-regulation) that alcohol advertising may not be made via various media if 25% or more of the viewers are minors does not prevent significant groups of young people from still seeing alcohol advertising in this way.
The legal rule that alcohol advertising may not be made before 9:00 PM does not apply to online media and sponsorship. And this while the online world and major sponsored sporting events are interesting to young people.
The researchers advise the government to better monitor and enforce alcohol influencers and to revise the 25 % criterion for content aimed at young people. The regulation of alcohol marketing around sporting events and through outdoor advertising should also be tightened.