Introduction

The Alcohol Act is the statutory regulation. There are also two non-statutory codes adopted by the alcohol industry (see below). The Alcohol Act states that all marketing to consumers must be distinct moderate and are not allowed to be intrusive or seeking. Alcoholic beverages as gifts are not allowed. Advertisement in periodical publications is allowed for alcoholic beverages that are not stronger than 15 % VOL. The advertisement must be moderate and can only express the product or its content of raw products. An advertisement must hold a text of information about the risks that are connected with alcohol consumption (for example: "alcohol can damage your health"). There are 11 different possible texts to choose between in a statutory ordinance.
Outdoor advertisement is not considered distinctly moderate and therefore not seen in Sweden. The same goes for advertisement for example in cinemas, sports centres, hospitals and buses.

The search for violations is done by The Swedish Consumer Agency. Complaints can be made to this authority. If a company violates the rules in the Act it can be forbidden to repeat the marketing practice. The decision normally includes a fine - which will be fixed by a court decision. The Swedish Consumer Agency does not give pre launch advice regarding marketing ore advertisement. On the local level the municipalities are responsible for controlling the marketing inside premises. If a restaurant owner violates the Act he could lose his license to serve alcoholic beverages.

As guidance concerning marketing and advertisement of alcoholic beverages and also to help determining which advertisement is moderate and witch are not The Swedish Consumer Agency worked out "Guiding Principles". The authority will shortly replace these principles with "General Recommendations".

There are two different non-statutory codes decided by the alcohol industry:
A. Swedish Spirits & Wine Suppliers Code - adopted in the year 2004. All sorts of marketing, information and promotion of all alcoholic beverages and soft drinks are under control in this regulation.
The member companies can get advices on a principle basis from a special person called 'AGM'. This person checks that member companies do not offend the rules in the Alcohol Act and the rules adopted by the member companies. The AGM-person can stop a marketing practise for the time being until a complaint has been judged by him. He also decides whether there shall be a fine (maximum 100.000 Euro).
B. In February 2006 the Association of Swedish Advertisers, The Swedish
Brewer´s Association and Swedish Spirits & Wine Suppliers has adopted
"Recommendations concerning advertisement of alcoholic beverages and soft drinks that contains alcohol". The Recommendation contains interpretations of the rules in The Alcohol Act.

The purpose of the Recommendation is said to be a guidance regarding the rule mentioned above (marketing to consumers must be distinct moderate), for the benefit of a uniform practice of the rules and also to give guidance when it comes to marketing of soft drinks that contains a small amount of alcohol (less than 2.25 % VOL) so that it will not be mistaken for marketing of stronger alcoholic beverages.
These Recommendations are not further reported or commented on in this report.

EUCAM Presentation Alcohol Marketing Regulations in Sweden (latest revision July 2009) (1,32 MB)

See complete country report Sweden (67,7 kB)

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