Finnish authorities decide not to further limit alcohol advertising

The committee appointed by the Finnish Ministry of Social Affairs and Health to canvass new limitations to the advertising of alcoholic and define measures to curb drinking among young people delivered its report at the beginning of June 2010.
The report concludes that the current restrictions on advertising have been followed and that they have to a certain extent diminished exposure to advertising among young persons.

The Minister of Health and Social Services, Paula Risikko (Nat. Coalition Party) appointed the working group in the autumn of 2009 to contemplate the restrictions. The setting up of the committee was preceded by lively Parliamentary debate towards the end of 2008, when the Parliamentary Judiciary Committee discussed a bill that dealt with image advertising. The Parliamentary Social Affairs and Health Committee had also felt inclined to bridle the advertising of alcohol.

The working group was very divided in opinions with regard to the necessity of such limitations.

For example the National Supervisory Authority for Welfare and Health (Valvira) championed a change, according to which alcoholic beverages could only be advertised by their product specifications. Such specifications could include for example the alcohol content, place of manufacture, or an image of the product.

Within the working group, the drinks industry in particular was steadfastly opposed to setting limits on advertising. In the view of the Federation of the Brewing and Soft Drinks Industry Managing Director Tero Kallio, putting limitations on advertising would not have an effect on the drinking habits of the young. “Youngsters see more and more advertising on the Internet. Even in the foreign television series that are aired in Finland, product placement has become increasingly obvious”, Kallio said “Alongside bans, regulations, and taxation, education should be elevated more clearly as a means of limiting the use of alcohol.”

Four members of the committee, who represented health and welfare interests, declared dissentient views to the report; two proposed restrictions on alcohol advertisements in line with the French la Loi Evin, which allows only product information; two other called for well-resourced evidence-based efforts to restrict alcohol consumption among young persons.