Last year, the preliminary inspection committee of the Federation of the Brewing and Soft Drinks Industry inspected fewer alcohol advertisements than ever before: 60 advertisements or scripts. The proportion of materials that were rejected by the committee (5.0%) was the lowest to date. All television advertisements by the member companies of the Federation of the Brewing and Soft Drinks Industry are inspected prior to broadcast.
In 2015, the committee inspected 47 television advertisements and 13 scripts. Three completed ads were rejected, while all scripts were passed. No outdoor advertisements were submitted for inspection. Adverts for mild alcoholic beverages in public spaces were forbidden, as a rule, at the beginning of 2015. Outdoor advertisements are only permitted in the proximity of licenced premises and retail sales points as well as at public events.
The Federation’s preliminary inspection committee for alcohol advertisements started its operations in September 2011. Only advertisements that have been approved by the committee can be shown.
“It is delightful to see that the amount of rejected materials has declined and that the preliminary inspection committee has consolidated its position in the social responsibility of breweries,” says Outi Heikkinen, secretary of the preliminary inspection committee and Communications Manager of the Federation of the Brewing and Soft Drinks Industry.
The preliminary inspection committee is an independent working group whose members have expertise in a range of fields, such as marketing, advertising and law. None of its members may have connections to the Federation of the Brewing and Soft Drinks Industry or its member companies.
The preliminary inspection committee of the brewing industry:
Chairman Jussi Karttunen, Market Court Judge, Finnish Market Court
Mika Raulas, Partner, ICMI – Intelligent Customer Management International Oy
Tuula Sario, Lawyer-in-Chief, The Consumers’ Association of Finland
Lauri Sipilä, CEO, The Finnish Marketing Association (MARK)
Managing Director Elina Ussa, tel. +358 (0)45 269 7711
Communications Manager Outi Heikkinen, tel. +358 (0)50 370 8677
The Federation of the Brewing and Soft Drinks Industry promotes the interests of producers of beer, cider, long drinks, soft drinks and mineral waters in Finland. Its members are Captol Invest Oy, Oy Hartwall Ab, Olvi Oyj, Red Bull Finland Oy, Saimaan Juomatehdas, and Oy Sinebrychoff Ab. The Federation of the Brewing and Soft Drinks Industry operates in connection with the Finnish Food and Drink Industries Federation and represents Finland’s fourth largest industry in the food and drink branch in terms of the value of production.