Hungary

This page contains information on statutory alcohol
marketing regulations in Hungary (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; a summary about the Hungarian regulations on alcohol marketing and an exhaustive, downloadable document from the ELSA research project.

The Hungarian legal system fosters the establishment of self- and co-regulatory bodies. There is one co-regulatory body in Hungary which is responsible for the regulation of advertising the Advertising SelfRegulatory Board http://www.ort.hu

The Board is responsible for setting out detailed rules for advertising, including the regulation of the advertisements of alcoholic beverages. The Board adopted the Hungarian Code of Advertising Ethics, which has a whole chapter on the advertisements of alcoholic beverages.

Updated April 2019


Table 1Statutory Alcohol marketing regulations in HungaryCoverage
justicebnwAct XLVIII of 2008 on the Basic Requirements and Certain Restrictions of Commercial Advertising Activities The provisions are applicable to advertisements in all kinds of audiovisual media services, radios, press products, websites, on the packaging of goods etc.
Act CLXXXV. of 2010 (Media Act)This act applies to all kinds of commercial communications (not only advertising, but sponsorship and product placement as well) that appear in media services. According to the Hungarian Media Act, media services are the audiovisual media services (television and video on demand) and radio services. (Therefore commercial communications online, for example on websites, and in printed press products does not fall under the scope of this Act.)
Table 2 Regulations per mediumType of restrictions
TVTelevisionSection 24. § paragraph (2) of the Media Act sets out the following:
(2) Commercial communications pertaining to alcoholic beverages broadcast in media services:
a) shall not be aimed specifically at minors;
b) shall not show minors consuming alcohol;
c) shall not encourage immoderate consumption of such beverages;
d) shall not depict immoderate alcohol consumption in a positive light and refraining from alcohol consumption in a negative light;
e) shall not link the consumption of alcoholic beverages to enhanced physical performance or to driving;
f) shall not create the impression that the consumption of alcoholic beverages contributes to social or sexual success;
g) shall not claim that alcohol has therapeutic qualities or that the consumption of alcoholic beverages is a stimulant or a sedative, or that alcoholic beverages are a means of resolving personal conflicts;
h) shall not create the impression that immoderate alcohol consumption may be avoided by consuming beverages with low alcohol content or that high alcohol content is a positive attribute of the beverage.

RadioMusic-Radio-iconSection 24. § paragraph (2) of the Media Act sets out the following:
(2) Commercial communications pertaining to alcoholic beverages broadcast in media services:
a) shall not be aimed specifically at minors;
b) shall not show minors consuming alcohol;
c) shall not encourage immoderate consumption of such beverages;
d) shall not depict immoderate alcohol consumption in a positive light and refraining from alcohol consumption in a negative light;
e) shall not link the consumption of alcoholic beverages to enhanced physical performance or to driving;
f) shall not create the impression that the consumption of alcoholic beverages contributes to social or sexual success;
g) shall not claim that alcohol has therapeutic qualities or that the consumption of alcoholic beverages is a stimulant or a sedative, or that alcoholic beverages are a means of resolving personal conflicts;
h) shall not create the impression that immoderate alcohol consumption may be avoided by consuming beverages with low alcohol content or that high alcohol content is a positive attribute of the beverage.
Outdoor marketingOutdoor AdvertisingSection 18. § of the Commercial Advertising Act states the following:
(1) No advertisement may be disseminated relating to alcoholic beverages that:
a) is addressed to children or young persons;
b) depicts children or young persons;
c) encourages immoderate consumption of alcohol or presents abstinence from the consumption of alcoholic beverages or moderation in a negative light;
d) links the consumption of alcohol to enhanced physical performance or to driving;
e) creates the impression that the consumption of alcohol contributes towards social or sexual success;
f) claims that alcohol has therapeutic qualities or that it is a stimulant, a sedative or a means of resolving personal conflicts;
g) claims that alcohol has therapeutic qualities or that it is a stimulant, a sedative or a means of resolving personal conflicts; or
h) places emphasis on high alcoholic content as being a positive quality of the beverages.

No advertisement may be disseminated relating to alcoholic beverages:
in public education and healthcare institutions, or on any outdoor advertising media situated within a two hundred-meter radius from the entrance thereof.

Printed mediaPrint media) No advertisement may be disseminated relating to alcoholic beverages:
a) on the outside of the first page of any printed media, or on the home page of a website;
CinemaCinema) No advertisement may be disseminated relating to alcoholic beverages:
In theaters or cinemas before 20:00 hours, as well as immediately preceding any programs for children or young persons, during the full duration thereof, and immediately afterwards;
Internet/digital mediaOnlineNo advertisements may be disseminated to alcohol beverages on the home page of a website;
Section 24. § paragraph (2) of the Media Act sets out the following:
(2) Commercial communications pertaining to alcoholic beverages broadcast in media services:
a)shall not be aimed specifically at minors;
b) shall not show minors consuming alcohol;
c) shall not encourage immoderate consumption of such beverages;
d) shall not depict immoderate alcohol consumption in a positive light and refraining from alcohol consumption in a negative light;
e) shall not link the consumption of alcoholic beverages to enhanced physical performance or to driving;
f) shall not create the impression that the consumption of alcoholic beverages contributes to social or sexual success;
g) shall not claim that alcohol has therapeutic qualities or that the consumption of alcoholic beverages is a stimulant or a sedative, or that alcoholic beverages are a means of resolving personal conflicts;
h) shall not create the impression that immoderate alcohol consumption may be avoided by consuming beverages with low alcohol content or that high alcohol content is a positive attribute of the beverage.

Promotional itemssales promotionsNo advertisement may be disseminated relating to alcoholic beverages
on goods which have been clearly designed and manufactured for the purpose of a toy, including the packaging of such goods.
(Sports) sponsorshipsponsorshipNo specific regulations
Table 3 Labelling informationDescriptionLegally binding or self-regulation  
Health warnings:Nopregnancywhite
Ingredients/nutritional informationNo
Table 4 Non-statutory Alcohol marketing regulations in HungaryCoverage
There is one co-regulatory body in Hungary which is responsible for the regulation of advertising the Advertising Self-Regulatory Board http://www.ort.hu
The Board is responsible for setting out detailed rules for advertising, including the regulation of the advertisements of alcoholic beverages. The Board adopted the Hungarian Code of Advertising Ethics, which has a whole chapter on the advertisements of alcoholic beverages.

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