Alcohol marketing
Website update in progress. We are currently updating our guidance to reflect the changes to the Alcohol Act. Some guidance and information on this website may be partially out of date.
Alcohol marketing is restricted by law. The goal of the restrictions is to reduce any harm caused by alcohol.
The marketing of alcoholic beverages is primarily supervised by the Finnish Supervisory Agency. We have published guidelines for marketing of alcoholic beverages. You can find the guidelines at the end of this page. The guidelines cover the application of the provisions of the Alcohol Act on marketing.
The advertising, indirect advertising and other sales promotion of strong alcoholic beverages containing more than 22 per cent of alcohol by volume are permitted by the Alcohol Act in licensed premises and retail outlets for strong alcoholic beverages and in information network service.
As a rule, the advertising, indirect advertising and other sales promotion of alcoholic beverages are permitted, while the Alcohol Act sets various restrictions on different forms of marketing. For example, advertising is not permitted in public places, and it cannot be targeted at minors or be contrary to good practice.
The marketing restrictions also apply to beverages containing 1.2–2.8 per cent of alcohol by volume.
Restrictions on sales promotion channels
Alcoholic beverages cannot be advertised in public places, apart from certain exceptions. Alcohol advertising for mild alcoholic beverages is prohibited by law on television and radio between 7 am and 10 pm, and in cinemas when showing films permitted for viewers aged under 18 years. The advertising of strong alcoholic beverages is prohibited on television, radio, in connection with films, and in printed magazines and newspapers.
In advertising in information network services, commercial operators cannot use any content produced by consumers or place any content produced by them or consumers available to consumers for sharing. More information about marketing on social media is available on the page “Marketing alcoholic beverages on social media” and in the guidelines on alcohol marketing at the end of this page (guidline is not yet updated).
Restrictions on content
Alcohol advertising cannot depict minors or anyone whose intoxication is clearly visible or who behaves in a disorderly manner, nor can it be targeted at such individuals. Any advertising of alcohol that involves consumers participating in games, prize draws or contests is also prohibited.
The consumption of alcohol cannot be linked to driving a vehicle, and alcohol advertising cannot create an image that the use of alcohol enhances performance or advances social success or sexual prowess. Presenting the alcohol content of an alcoholic beverage as a positive feature or depicting the abundant use of alcohol in a positive light or the moderate use of alcohol in a negative light is also prohibited by law.
Furthermore, creating an image of alcohol having medical or therapeutic qualities, or that it stimulates, relaxes or is a means for resolving conflicts is prohibited in alcohol marketing. Alcohol marketing cannot be contrary to good practice, or inappropriate or misleading for consumers.
Display and marketing of alcoholic beverages in retail
In retail is permitted to sale fermented alcoholic beverages containing up to 8.0 per cent of alcohol by volume and alcoholic beverages produced by other methods and maximum 5.5 per cent by volume. The pre-mixed products may also contain strong alcoholic beverages. The name of these products may partly consist of the product name of a strong alcoholic beverage.
Due to the prohibited marketing of strong alcoholic beverages, products including the product name of a strong alcoholic beverage cannot be marketed in the retail sales premises. Such products must be displayed in a restrained and moderate way in the retail sales premises, also relative to the other product range of the outlet.
The marketing of mild alcoholic beverages is permitted regarding such alcoholic beverages whose name only includes the generic name of a strong alcoholic beverage.
Frequently asked questions about the marketing of alcohol
You can market mild alcoholic beverages, while the content and implementation of advertisements are subject to various restrictions. For example, advertisements cannot be targeted at minors or be contrary to good practice. Advertising is prohibited in public places, and TV and radio advertising is prohibited between 7 am and 10 pm. More information about these restrictions is available in the guidelines on alcohol marketing at the end of this page.
Advertising is considered to be targeted at minors if it attracts them to purchase alcoholic beverages or creates positive images and attitudes regarding the use of alcohol. Advertising cannot be presented in conjunction with content targeted at minors, including programmes, online games, music or videos targeted at minors. Furthermore, advertising alcoholic beverages is prohibited at musical, cultural and other events intended for children and young people.
Marketing cannot depict minors or individuals who appear young.
First of all, public places are open areas. Typical public places include public roads and streets, footpaths and pedestrian routes, open marketplaces, public car parks, squares and parks. Open and unfenced sports grounds, recreational routes, camping sites and public water areas are also public places.
A public place may also be a building or similar enclosure with a fence, walls or ceiling, usually accessible by passing through a door or gate. Such places may be closed to the public at specific times, including at night or when they are not functioning as the venue of a public event or occasion. Public places of this kind include shopping centres, transport terminals, multi-storey car parks and cinemas.
You may report any advertisement you have noticed to the Finnish Supervisory Agency, as our mandate includes the supervision and guidance of alcohol marketing.
Contact information
Customer service for health and social services
Ask our customer service by using service form
By e-mail: [email protected]
By calling: +358 295 256 930 (Monday–Friday 9:00–15:00)