Introduction

In terms of advertising regulation and compliance with recommendations of the EU on alcohol and young people, Portugal is accomplishing most of the suggestions in the document of the European Union. The Portuguese Advertising Code approved by the parliament years ago applies to the advertising of all products and services by all means and has a special article which relates to alcoholic beverages.

Some of the aspects which are properly regulated by law, although some of them not appropriately enforced are:
- Sporting and event sponsorship: Linkage of a brand name of an alcoholic beverage to an event is not permitted if the event is intended for minors. All the rules in the Code apply to sporting and events sponsorship. Association of any alcoholic beverage commercial communication with national symbols such as national flag and national colours, as mentioned in the Portuguese constitution, is not allowed. The advertising of alcoholic beverages is not permitted inside sports stadiums. Any marketing practice of alcoholic beverages in all education facilities or schools is forbidden even if the enrolled
students are in majority adults. It is also forbidden to market alcoholic beverages in any magazine, TV or radio programs and any other activity mainly targeted at minors.
- The advertising or mentioning implicitly or explicitly of alcoholic beverages in connection with events, namely sports, cultural, recreational or others where minors participate is not allowed.
- It is forbidden to associate alcoholic beverages advertising to national symbols such as the nations flag.
- The advertising of alcoholic beverages in connection with events, namely music festivals and students celebrations, mainly targeted at minors is forbidden.
- Alcoholic beverages advertising, independent of the channel it only permitted when it does not target minors, and in particular doesn't portray minors in the act of consumption.
- The advertising of alcoholic beverages may not portray situations that encourage excessive consumption or suggest the existence in alcoholic beverages of stimulant, therapeutic or sedative properties.
- The advertising of alcoholic beverages is only permitted if it does not suggest that the consumption will enhance success, especially social success or any other special skills or aptitude by ways of drinking.
- It is also forbidden to market alcoholic beverages in any magazine, TV or radio programs and any other activity mainly targeted at minors.
- The advertising of alcoholic beverages may not suggest that the consumption of alcoholic beverages increases sports performance or should be associated with physical activity and with vehicles driving. The advertising of alcoholic beverages may not display, suggest or stimulate excessive consumption. The advertising of alcoholic beverages may not portray abstinence from alcohol consumption or moderate alcohol consumption negatively. The advertising of alcoholic beverages may not suggest that the alcoholic content is in itself a positive property. Also, advertising of alcoholic beverages is permitted in all media subject to restrictions on content, timing and place. This includes a ban on advertising on radio and television between 7:00 am and 10:30 pm.

From a self-regulatory point of view, the alcoholic beverage and communication industry such as media have agreed on a voluntary basis and according to their codes of conduct to include educational messages in advertising for most media. There are no reports about the implementation of these codes. These codes are not properly publicized among society and stakeholders.

The Advertising Regulatory Commission (CACMP) is responsible for investigating alleged violations of the advertising regulations and imposing sanctions in Portugal. In cases of misleading advertising or where it is dangerous to health or consumer safety, it can order cessation or suspension of an advertisement. Its decisions are subject to judicial review. Complaints are heard by the Permanent Commission for the Monitoring of the Code of Good Practises of Commercial Communications of Alcoholic Beverages, which is made up of representatives drawn from the beer, wine and spirits industry, advertising agencies and media.

There are no public reports to date of the action of these bodies and more importantly there is no report about complaints, handling of complaints and there is no information on how to and by whom a complaint can be presented. Another organization - the Consumer Institute - monitors advertising on its own initiative and is willing to accept complaints. It also has the power to initiate and support legal initiatives. The drinks industry code, the Codigo de Boas Praticas de Comunicação Comercial de Bebidas Alcoolicas is subscribed to by a group of associations representing the alcoholic drinks and allied sector representative organisations, media and advertising associations and individual companies.

See complete country report Portugal (66,5 kB)

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