Positive changes possible in Finnish alcohol marketing law

Country contribution by Anki Pulliainen and Pasi Järvinen (Finnish NGO: Suunnittelija Raittiuden Ystävät ry)

The Finnish Parliament is discussing about the possibility of restricting alcohol marketing to include only product and price information.

In Finland, marketing of alcoholic drinks below 4.7% was allowed in 1995. The initiative came from the Parliament’s Social Affairs and Health Committee. The committee was not unanimous and the final decision was made by drawing lots. Ever since alcohol marketing has increased heavily in Finland and it is omnipresent on TV, radio, on billboards, magazines, shops, in sporting events and on the net.

At the moment there are some restrictions on alcohol marketing. Marketing to people under 18 years is not allowed. Alcohol ads are banned on TV between 7am and 9pm. There are restrictions on the content as well: for example, it is not allowed to promote that alcohol increases social or sexual success. Despite these restrictions alcohol marketing targets also youngsters and the restrictions on content are commonly ignored. Kännikapina - Rebellion against Being Drunk - has made official complaints about several alcohol ads.

Law concerning alcohol marketing was renewed in 2007, but changes were cosmetic since the alcohol industry was lobbying hard against any effective restrictions.

In December 2008, as the Legal Affairs Committee was renewing the law on alcohol crimes, it started a discussion on banning the lifestyle or image marketing of alcohol. The chair of this committee is Mrs. Heidi Hautala, a member of the Greens and a well experienced and respected politician.

On the 10th of December ten health and social organisations wrote a statement to all the members of the Finnish Parliament to support the amendments on alcohol marketing law. The organisations stated that this would benefit the children, young people and their parents. The only opponent to these amendments is the alcohol industry and its allies. In this statement the organisations informed that they will monitor the actions of the MPs and inform their constituents before the next election how the politicians act on this important matter.

The alcohol marketing situation was also discussed in November this year when the Parliament decided on alcohol tax increase, but it did not lead into further action at the time. During last year Finnish health and social organisations also campaigned against alcohol marketing for example by organising debates and seminars, writing to newspapers and by addressing the politicians and the public on marketing and its effects especially on children and young people.

The Finnish alcohol industry, especially Panimoliitto (The Federation of the Brewing and Soft Drinks Industry), is already opposing the marketing restrictions. Behind Panimoliitto there are such international corporations as Carlsberg and Heineken and Panimoliitto is a member of the Brewers of Europe, UNESDA and AICV. Members of the brewing industry are stating that marketing restrictions will lead to price wars or unemployment. Even if Finnish studies show that the changes in national consumption level of their products does not reflect to alcohol related employment.

In the Ministry of Social Affairs and Health The State Secretary Mr. Ilkka Oksala is the person in charge of alcohol matters. It is very interesting that recently a tobacco policy group stated in a written report that “marketing tobacco, as well as marketing any other product, increases the sales of the product.” Mr. Oksala was the chairman of this policy group. After this statement it will be hard to argue against the restrictions on alcohol marketing.

Kännikapina, along with other public health organisations, will continue to work for the restrictions on alcohol marketing.

Background

In Finland there is only one regulation, which specifically refers to advertising and other sales promotion of alcoholic beverages. This regulation is included tin the "Alcohol Act" and it is statutory. This regulation can be amended only by the Finnish Parliament. In addition to this regulation there is one ministerial decree, which concerns interpretation of the ban on the advertising of strong alcoholic beverages. Control authorities have also published a guidebook in order
to give more detailed information about the interpretation practises of the basic regulation, but the guidebook is only for guidance purposes and is not binding.

Advertising targeted at minors (under 18s) is totally banned. This applies to all kinds of sales promotion and marketing practises, not only ads. Also depicting minors in ads is prohibited. However, there are no time limits for advertising n TV or radio. The Finnish government has discussed alcohol prevention in 2006 and has decided that the Alcohol Act should be amended so that advertising on TV will be banned before 9 PM. Also, advertising in cinemas will be banned with exception to films rated for 18 year-olds only. The government will submit a proposal to the Parliament before summer 2006 and these amendments will be discussed in the Parliament in the autumn.

Legislation is not the only way to restrict alcohol advertising. The Ministry of Education has decided that financial aid is not given to sports organisations, if they accept alcohol advertising connected to their sports events. The impact of this decision will be evaluated when the transition period of three years is over.

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The background information is derived from the ELSA project which is completed in 2007, but will be updated soon.