Introduction

In the Netherlands three different regulations exist that specifically refer to alcohol marketing and advertising. The Alcohol licensing and catering act (Drank- en Horecawet), which is a statutory law to regulate the selling of alcoholic beverages, the non-statutory 'Advertising code for alcoholic beverages' and the Guideline for promotions by the catering industry (Richtlijn voor Horeca promoties). The latter contains additional guidelines to the 'Advertising code'.

The statutory 'Drank- en Horecawet' contains one article that makes it possible for the government to establish regulation for alcohol advertising and marketing without having to make a whole new law. But currently there is no such governmental regulation for alcohol advertising and marketing (except for one article that refers to separating alcoholic beverages from non alcoholic beverages on the shelves of stores). The 'Richtlijn voor Horeca promoties' contains additional guidelines that have no public system of control. So the 'Advertising code for alcoholic beverages' in practice contains the main regulation of alcohol marketing and advertising in the Netherlands. This self-regulation code is the way in which the elements of the Council Recommendation are reflected in Dutch regulation. The text of it is designed by an NGO funded by the alcohol industry. The complaint and sanctioning system connected to it is organised by a self-regulatory organisation of the advertising industry.

Since 2009 a new Media Law is in place. This has introduced a time ban on alcohol marketing on Dutch television and radio between 6.00 and 21.00 o'clock. While traditional marketing is prohibited in this time slot, sponsorship messages of alcohol producers and retailers are allowed in a neutral way that only depicts the brand name/logo. The time ban was intended to limit the volume of advertising that young people are exposed to. Research by STAP, the Dutch institute of Alcohol Policy, however has revealed that young people actually see more alcohol advertisements because of the time ban. This is because the alcohol industry has tripled the number of alcohol advertisements that are aired after 21.00 o'clock.

This form contains an overview of alcohol marketing regulations in the Netherlands.