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.

Updated February 2022



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

(Older version in English: 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.

Current scientific articles about alcohol regulations in Sweden:

  1. A recent study by CAN in Sweden on youth and social media. Study that explores how young people in Sweden manage to buy alcohol through social media and therefore circumvent the monopoly and age checks.
  2. A state inquiry from 2018 that suggest a ban of alcohol marketing in social media in Sweden. The law has not yet been proposed. The inquiry contains some evaluations of the current alcohol law.
  3. Study on compliance of the industry – Study of the compliance from industry on Swedish marketing regulations as well as self-regulation.

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.

For more information about alcohol monopolies: https://www.shaap.org.uk/blog/332-alcohol-monopolies.html

For more information on alcohol marketing regulations in Sweden contact Emil Juslin (European Policy Officer, IOGT-NTO) emil.juslin@iogt.se