Latvia has introduced health warning messages on advertisement of alcoholic drinks
Alcohol adverts will now have to carry warnings in size of minimum 10% of the whole advertisement
Alcohol adverts will now have to carry warnings in size of minimum 10% of the whole advertisement, about the prohibition to sell, purchase and give away alcoholic drinks to young people. Advertising of alcohol at education and medical institutions, public transport and in magazines and newspapers will also be limited
Health warnings on advertisements are a used as a prevention measure also in other European countries: Estonia, Lithuania, Poland, Sweden. Health warning labels are an important tool in raising awareness and have longer- term social utility in helping to establish social understanding that alcohol is a special and hazardous commodity.
Latvia has one of the highest rates of drinking by young people among the EU countries.
According to latest ESPAD study which looks at alcohol and drug use among 15/16 year olds students, 87% of Latvian students report drinking alcohol in the last year. Moreover 65% have reported consuming alcohol in the last month, on average students consume 5 centilitres of pure alcohol. Converted into specific beverage this corresponds, for example, to about 13 centilitres of spirits (2-3 drinks), 40 centilitres of wine or one litre of beer[i]
Consumers’ Rights Protection Centre will be responsible for monitoring of whether the advertisement are complying with new regulations.
[i] European School Survey Project on Alcohol and other Drugs 2011 Report