The future of alcohol policy is already here

Brussels, the 27th October 2026

Although Latvia is only one hour ahead of Brussels, the country proves to be years into the future of the EU community in the area of alcohol policy. In particular, new findings from the World Health Organization point to promising early results from the country's latest efforts to reduce alcohol-related harm. With that, Latvia is showing what stronger alcohol policies can achieve, offering models for progress across the EU.

Latvia has, for example, recently tightened restrictions on when alcohol can be purchased. Since August 2025, shops have been required to stop selling alcohol earlier in the evening, limiting access during late hours. The new, preliminary, WHO evaluation found that deaths from causes wholly attributable to alcohol fell by 27% during the first five months of the reforms, corresponding to more than 60 deaths averted. Although the findings are tentative, they offer an encouraging early indication of what stronger alcohol availability policies can achieve.

The country has also acted to curb the convenience of buying alcohol online. A mandatory six-hour delay now applies to alcohol deliveries ordered through websites and apps, making instant access less readily available. By addressing not only shop opening hours but also the speed of online delivery, Latvia is tackling different ways in which alcohol can be easily obtained. This approach reflects WHO recommendations to reduce the physical availability of alcohol and offers other European countries a concrete policy example to consider.

The reforms also extend to the promotions that encourage people to buy alcohol. Latvia has for example prohibited alcohol price advertising and discounts, alongside other promotional sales practices. These restrictions address commercial incentives to purchase alcohol, complementing the measures on retail hours and online delivery.

Taken together, Latvia’s preliminary results show what public leadership can achieve when evidence guides policy and public health gains priority over commercial interests. The reforms give other EU Member States a practical example to learn from as they work to prevent alcohol-related harm. Eurocare is looking forward to supporting members and policymakers across the EU in taking on this jouney into the future.