Alcohol advertising is subject to legal restrictions designed to limit the adverse effects caused by alcohol.
Regional and national supervision
The Regional State Administrative Agencies (avi.fi) are in the first instance responsible for supervising the advertising and sales promotion of alcoholic beverages in their area.
Valvira supervises alcoholic beverage advertising taking place across Regional State Administrative Agency boundaries or nationally.
The law prohibits advertising of strong alcoholic beverages
The Alcohol Act prohibits advertising, indirect advertising and other sales promotion of strong alcoholic beverages with an alcohol content of more than 22% alcohol by volume, except in certain separately provided for circumstances, such as in premises where strong alcoholic beverages are served or retailed.
Limited advertising for mild alcoholic beverages
The advertising, indirect advertising and other sales promotion of mild alcoholic beverages containing a maximum of 22% alcohol by volume is, as a rule, permitted but it is subject to certain restrictions laid out in the Alcohol Act. For example, advertising must not be carried out in a public place, be targeted at minors or be contrary to good manners.
Guideline on alcohol marketing
For an overview on the issues relevant to advertising alcohol, please see our Guidelines on alcohol marketing (pdf).