EUCAM - European Centre for Monitoring Alcohol Marketing

Total ban on alcohol advertising rejected in Estonia

10 June 2011

Total ban on alcohol advertising rejected in Estonia The Estonian government has rejected a proposal for a total ban on TV, radio and outdoor advertising. The proposition of the opposing Central Party was meant as an extension of the existing ban on alcohol advertising on television and radio between 7.00 and 21.00 hours.

Two of the biggest opponents in the current cabinet were Minister of Culture Rein Lang and Minister of Education Jaak Aaviksoo who stated that the prohibition would not work because of re-broadcasted television programs from other countries, which would not comply with the reform.

Other critics of the plans said they would not work because companies selling alcohol are huge clients of the advertising industry, and that Estonian TV channels therefore might simply drop their local license and begin broadcasting under international licenses. This argument underscores the importance of a European wide regulation of alcohol marketing.

One member of the current cabinet however, was in favor of the plans. His name is Helir-Valdor Seeder, the minister of agriculture. Who went on record saying that Estonia needs to take further measures to reduce binge drinking. Alcohol is a major health issue in Estonia. In February 2011, the World Health Organization ranked Estonia number six of the worlds countries with the biggest alcohol consumption.

Source: Estonian Public Broadcasting 06/10/11
Picture Source: SXC.HU

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