Lithuania could lead the way in Europe for protecting health from alcohol related harm

Lithuania has adopted a law amendment that ban alcohol advertising from 1 January 2012. Lithuania would become first EU country having full alcohol advertising ban.

In spring, however, a strong local alcohol industry and media counterattack was observed. "Various media channels were threatening that if such a ban would be introduced, they may consider leaving Lithuania and registering their businesses in neighbouring countries," said ETACC board member and chairman of Estonian Temperance Union Lauri Beekmann. "Carlsberg Group Vice President arrived in Lithuania to meet with Prime Minister of Lithuania on the matter. Media claimed that the possible exit option was expressed by Carlsberg as well.”

ETACC says in his open letter to the Lithuanian decision makers, that this ban is an important milestone in promoting public health both in Lithuania and throughout Europe. Lithuanian model could make a significant contribution to the development of a European alcohol policy. "Ireland was the first country to introduce a total ban on workplace smoking. Now we all appreciate much healthier working environments in our countries."

They recalled the report from European Alcohol and Health Forum´s Science Group (2009) on the impact of alcohol advertising on young people. The report states explicitly that alcohol advertising increases the likelihood that young people are starting to drink earlier and in larger quantities.

"Given the fact that alcohol is addictive substance that is linked to more than 60 different diseases, and that it is a cancer-causing substance, it should be inevitable that the countries move along the lines of tobacco policy direction where advertising would be banned. We hope that Lithuania will remain with its decisions, and it will mark a beginning of further steps also in other countries of the European Union, "said Beekmann.

ETACC members are:
Estonian Cancer Society
Estonian Family Doctors Association
Estonian Lung Association
Estonian Medical Association
Estonian Psychiatric Association
Estonian Temperance Union
Estonian Union for Child Welfare
Health Promotion Union of Estonia
NGO Salutare
NGO Tobacco-free Estonia.

Open letter to the president, prime minister, speaker and MP-s of Lithuania