IOGT-NTO files complaint regarding alcohol advertisement
Sweden, 4 March 2011. IOGT-NTO has sent a complaint, concerning 32 companies who have broadcasted or produced alcohol advertisement targeting a Swedish audience, to the Swedish Consumer Agency and the Swedish Broadcasting Authority. The list includes among others Carlsberg Sweden, TV3 and Kanal 5.
TV Alcohol advertising is not allowed in Sweden, but since 2003 a number of TV channels have circumvented the Swedish Alcohol Act by broadcasting from the UK. It has been possible, but whether it is legal or not has not been tried.
"There is obviously a problem that a number of companies can ignore the Swedish legislation", says Sara Heine, handling the complaint from IOGT-NTO.
IOGT-NTO wants the Swedish Consumers Agency to determine whether the television companies and the alcohol advertisers are acting in violation of the Swedish Alcohol Act when they broadcast from another country but clearly target the swedish population.
"Alcohol marketing on television is illegal. It increases the consumption among youth and it has little or no support among the Swedish population. The only ones to benefit are the producers of alcohol and advertisement", says Sara Heine.
Research shows that alcohol marketing increases the likelihood that children and adolescents will start to use alcohol, and drink more if they are already using alcohol.
The University of Gothenburg has recently participated in a survey including twelve countries, which showed how much alcohol marketing that was broadcast during the time of day when most children are watching TV. Sweden was, despite their ban, top one.
For more information contact:
Ms Sara Heine, European Officer. +46 733 83 83 29
Ms Nina Svensson, Press Secretary. +46 733 72 62 15
Questions concerning legal issues, please contact lawyer Ulf Öberg, Öberg & Associés
+46 8 545 12 550