The Government implements measures to reduce detrimental effects caused by alcoholic substances

The Cabinet Committee on Alcohol Policy drafted a package of measures containing action to be implemented within various administrative sectors to decrease detrimental effects caused by alcoholic substances. The Government discussed the proposal of the Cabinet Committee on Alcohol Policy in its negotiations on Thursday, 2 March.

The Government supported several measures to be carried out in various ministries to reduce detrimental effects caused by alcohol. The effectiveness of the measures is based on simultaneous implementation of several means of decreasing such effects.

Advertisements of alcoholic substances appealing to children and young people will be restricted on television, movie theatres and events organised by sports organisations. A warning about the dangers of alcohol to foetal development will be added to the packages and bottles of alcoholic beverages. There will no longer be any quantity discounts with beer packages and sales promotion of alcoholic beverages at cut-rate prices will no longer be possible. Sale of alcoholic substances could not begin before 9 a.m.

Alcohol to be sold only after nine in the morning

The decree issued on alcoholic beverages and spirits will be amended so that sale of alcoholic substances will begin at nine o'clock in the morning at the earliest. At present, kiosks and shops can sell alcoholic beverages already at 7 a.m.

The individual opening hours of Alko shops will be tested in a few locations. The trial aims at prevention of disturbances while taking better account of the local residents' opinions.

Alko shops are opened at nine and serving of alcohol at restaurants begins at nine. The uniform time of starting sales implies, among other things, that even medium strength beer is an alcoholic beverage.

Warnings tell about the dangers of alcohol to people's health

The Alcohol Act will be amended as concerns warnings to be added to the packages and bottles of alcoholic substances regarding the dangers of alcohol to foetal development. For example France has decided to implement similar warnings. A decree would be drafted for more specific regulations concerning these warnings.

Pricing and promotion of sales

The so called quantity discounts used especially in selling beer will end. For example, the price of one beer bottle cannot depend on whether the consumer purchases only one bottle or a larger package containing 12 bottles.

Sale of alcoholic substances cannot be promoted by utilising the price outside the shop or restaurant. The importance of the price in the marketing of alcohol will be reduced by restricting advertisements utilising cut-rate prices or “happy hours". Free pricing of alcoholic beverages would continue.

Advertising alcohol on TV and at movie theatres

TV commercials advertising alcoholic beverages will be prohibited during the hours when children watch the TV, in other words, such commercials are allowed only after 9 p.m. on TV. Alcohol advertisements will be prohibited in connection with all pictures allowed to minors. According to studies, for example young people of age 13-15 remember very well the alcohol advertisements they have seen on TV. The Ministry of Social Affairs and Health will draft the necessary changes to the Alcohol Act.

Sports and alcohol advertisements

As part of a discretionary government subsidy system, the Ministry of Education will separately estimate activities of such sport associations that allow alcohol advertisements in their activities. Negotiations will begin with sport associations on abandoning alcohol advertisements within a three-year transition period.

Necessary measures to prevent detrimental effects of alcohol in traffic will be decided on when the government resolution on traffic safety is considered.

Cooperation between the police and licensing authorities to be increased

The police and licensing authorities of provincial governments will cooperate to supervise sale of alcohol to minors more efficiently. Special attention will also be paid to that alcohol is not served to customers who are clearly intoxicated. The aim is to decrease detrimental effects and violence caused by alcohol. Probably the most effective way of preventing violence is to decrease drinking for the purpose of getting heavily intoxicated. The Ministry of the Interior and the Ministry of Social Affairs and Health will cooperate to draft necessary practical guidelines.

As regards advertising of alcohol, the Government decided to set up a working group to clarify and improve its conformity to law.

Further information: Aino-Inkeri Hansson, Director-General, Ministry of Social Affairs and Health, tel. +358 9 160 73760 Ismo Tuominen, Secretary of the Cabinet Committee on Alcohol Policy, Ministerial Councellor, Ministry of Social Affairs and Health, tel. +358 9 160 74018 Irmeli Virtaranta, Ministerial Councellor, Ministry of Finance, tel. +358 9 160 33065 Hannu Tolonen, Senior Advisor, Ministry of Education, tel. +358 9 160 77031 Anna-Liisa Tarvainen, Senior Officer, Ministry of Transport and Communications, tel. +358 9 160 28629 Eero Laine, Inspector General of the Police, Ministry of the Interior, tel. +358 9 160 42864