Alcohol advertisements challenged in Sweden

IOGT-NTO, the Swedish temperance organisation, has sent a complaint concerning 32 companies who have broadcast or produced alcohol advertisements targeting a Swedish audience, to the Swedish Consumer Agency and the Swedish Broadcasting Authority. The list includes, among others, Carlsberg Sweden, TV3 and Kanal 5.

V Alcohol advertising is not allowed in Sweden, but since 2003 a number of TV channels have circumvented the Swedish Alcohol Act by broadcasting from the UK. However, the legality of this manoevre has not been tested.

Speaking for IOGT-NTO, Sara Heine said that there was obviously a problem that a number of companies were ignoring the Swedish legislation. IOGT-NTO is now demanding that the Swedish Consumer Agency determines whether the television companies and the alcohol advertisers are acting in violation of the Swedish Alcohol Act when they broadcast from another country but are clearly targeting the Swedish population.

“Alcohol marketing on television is illegal. It increases the consumption among youth and it has little or no support among the Swedish population. The only ones to benefit are the producers of alcohol and advertisements”, said Sara Heine.

IOGT-NTO says that research shows that alcohol marketing increases the likelihood that children and adolescents will start to use alcohol, and drink more if they are already drinking.

The University of Gothenburg in Sweden recently undertook a survey of twelve countries, which showed the proportion of alcohol advertising that was broadcast during the time of day when children were most likely to be watching TV. Despite the supposed ban, Sweden topped the list.