Government proposes new restrictions on marketing of alcohol
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Restrictions on the advertising and sale of alcoholic beverages moved forward on Thursday when the government agreed on a package of measures for a legislative proposal on alcohol.
The government ordered that the sale of alcoholic beverages in stores should begin no earlier than 9:00 am. Currently, mild alcoholic beverages are available from stores already at 7:00 am.
The decision on retail hours does not require Parliamentary approval, but other proposals do.
The proposals include warning labels on beverage containers and restrictions on the advertising of alcohol; television commercials for beer and wine would not be aired before 9:00 pm. Bulk discounts - in effect the use of 6-packs and 12-packs of beer as a form of supermarket loss-leader - would be banned, and bars would not be allowed to advertise happy hours on the street.
Stores would not be permitted to promote discounts of alcoholic beverages outside the businesses themselves.
The aim of the measures is to protect children and young people from the marketing of alcohol, and to give consumers information on the risks of drinking.
The measures got a cool reception from the Federation of the Brewing and Soft Drinks Industry and the Finnish Food Marketing Association.
Timo Jaatinen, head of the brewers’ organisation, says that beverage containers are not an effective medium of consumer education.
Under the proposal, warning labels should mention the overall negative effect that alcohol has on health, and the damage that alcohol does to the foetus of a pregnant mother who drinks. Timo Jaatinen is pleased that the law does not call for alternating texts, as is the case with cigarette packages.
The shorter retail sales hours and the ban on bulk discounts will take effect from the beginning of April.
Osmo Laine, head of the Finnish Food Marketing Association, predicts that many stores that now open at seven or eight will delay their opening time to nine.
If Parliament passes the measures, they will take effect sometime next year.
Manufacturers are to be given until 2008 to implement the rules on warning labels.
Helsingin Sanomat
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| 20.10.2006 - TODAY |
 Government proposes new restrictions on marketing of alcohol
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