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.

The current regulation mainly regulates the content of alcohol advertising and marketing practices. In 2005 the minister of Health, Welfare and Sports proposed to add to the existing regulation by establishing a time limit for alcohol advertising on tv, radio and in cinema's until 21:00 o'clock. This is intended to limit the volume of advertising that young people are exposed to. But this proposal was withdrawn before the parliament discussed it. Instead the alcohol industry renewed the 'Advertising code for alcoholic beverages' and promised to add a 'responsible drinking' slogan to alcohol advertising during the day. The renewed code is used for the information hereafter. The slogan is not in use yet. Although it mentions more modern types of advertising than before, the renewed code does not seem to limit other advertising than before.

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