The domestic brewing industry makes a concerted effort to self-regulate marketing

The brewing industry has published its revised guidelines on responsible marketing communications for alcoholic beverages. The guidelines were in need of updating due to the amendment of the section on advertising in the Alcohol Act at the beginning of 2015. The guidelines were first introduced in 2008 and previously revised in 2011

In the view of the brewing industry, Finnish brands must have visibility so that they can successfully compete against international players in the domestic market. Preventing the visibility of alcoholic beverages does not promote the development of a more responsible drinking culture. Production in Finland and Finnish brands are the best guarantees of responsible business operations. Production and marketing communications are monitored in Finland, and breweries engage in active cooperation with the authorities.

“The domestic brewing industry has made a concerted effort to self-regulate marketing for years now. In spite of this, the new additional restrictions on advertising that came into force a year ago favour foreign players. Plenty of foreign alcohol advertising targets Finns, but the law has no power over foreign marketing,” says Elina Ussa, Managing Director of the Federation of the Brewing and Soft Drinks Industry.

The industry’s own self-regulation guidelines supplement legislation in aspects not covered by the law.The self-regulation of the brewing industry includes the preliminary inspection of alcohol advertisements and annual training for brewery and advertising agency staff.

In its self-regulation guidelines, the brewing industry has decided that:

• The brewing industry inspects television advertisements prior to broadcast by submitting them to a preliminary inspection committee consisting of experts from outside the industry.
• In addition to complying with the restrictions laid down on the broadcast times of advertisements in Section 33 of the Alcohol Act, the brewing industry shows advertisements on TV during programmes where at least 70 per cent of the target audience can be reasonably assumed to be over 18 years of age.
• In digital channels, the brewing industry shows advertisements during programmes where at least 70 per cent of the target audience can be reasonably assumed to be over 18 years of age.
• The products of member companies of the Federation of the Brewing and Soft Drinks Industry and their packaging display the KOHTUULLISESTI.FI logo, which communicates about responsible alcohol consumption.
• In social media channels, the industry ensures compliance with age restrictions to the extent possible in the case of the channel in question.
• Each year, the Federation organises a training event for the communications and marketing staff of member companies in order to support responsible marketing communications.
• The persons appearing in advertisements must be at least 25 years old.
• The brewing industry does not speak about children, young people and adults, but clearly refers to people as underage or of legal drinking age.

Additional information:
Managing Director Elina Ussa, tel. +358 (0)45 269 7711
Communications Manager Outi Heikkinen, tel. +358 (0)50 370 8677

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