Using the Law of Marketing as a foundation, the Ombudsman, Henrik Øe, is clamping down on travel agencies, some of which were in the spotlight last summer because of such marketing strategies. The Ombudsman said, “Travel agencies are not allowed to use alcohol—directly or indirectly—in marketing targeted at children and young people. If they carry on, they will be fined.”

Certain travel agencies have removed pictures and texts about alcohol from their websites. John Tobiesen, manager in Ung Rejs, said, “We have chosen the safe path and removed it all. We have never received a fine and we don’t wish to receive one in the future.” He does, however, feel that the Ombudsman went too far in the ban, stating, “We have to protect the children, of course, but this time he oversteps the mark.”

Still, the Ombudsman maintains the seriousness of the matter. “We must quit using alcohol consumption as eye catcher in marketing directed at young people. When grown-ups buy travels (sic), they are not meet (sic) by imagines of alcohol, but rather by pictures of swimming pools, beaches and tennis courts,” he said.