Markedsføring af alkoholholdige drikkevarer var indtil 2000 reguleret af de såkaldte forbrugerombudsmandsretningslinier. Men i 1999 bestemte forbrugerombudsmanden sig for ar revidere retningslinierna. Han lagde vægt på att beskytte børn og unge mod alkoholreklamer og ønskede derfor stramme regler for alkoholmarkedsføring i forbindelse med sport, musikarrangementer, tv, biografer o. lign.
1999
Forbrugerombudsmanden kommer med flere udkast til nye retningslinier, der forhandles af en række alkoholproducenter, brancheforeninger, butiksbranchen, Sundhedsministeriet, Forbrugerrådet, Alkoholpolitisk Landsråd m.fl. Samtlige udkast bliver imidlertid ikke godtaget af repræsentanterne for alkoholindustrien, som finder dem for stramme.
2000
Forhandlingerne bryder sammen og bliver overtaget af Erhvervsministeriet. Nye forhandlinger indledes. De munder ud i formuleringen af de nuværende regelsæt Regler om markedsføring af alkoholhaoldige drikkevarer og nedsættelse af Håndhævelsesudvalget. Alkoholpolitisk Landsråd deltager i forhandlingerne, men kan ikke godkende resultatet, da organisationen finder dem för vage. Coop Danmark, der driver SuperBrugsen, Irma m.fl. tilltræder heller ikke aftalen, dog af andre bevæggrunde.
Källa: "Hvorfor save den gren over hvor man selv sidder? En rapport om den danske selvreguleringen af alkoholmarkedsføring", Alkoholpolitisk Landsråd, 2005.
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There are no legal regulations in Denmark specifically on alcohol advertising apart from the rule that electronic media broadcasting from within Danish territory are not allowed to show commercials on alcohol. (NB nå tillatt!) Advertising in other media and in other places has never been regulated by law. However, at the beginning of the 1970s the brewers' organisation made their own voluntary code, deciding that none of its members was allowed to use beer advertisements that were especially targeted on youth or that combined beer with sports or driving a car.
In 1974 there was a parliamentary debate on the banning of alcohol advertising. However, the majority of the parliament refused the ban. The arguments were that a ban probably would have no effect on the consumption level or the number of alcohol abusers, and a ban was considered to be patronising. It was also argued that a ban on alcohol advertisements would also hurt the press, which already had hard times.
Later parliamentary debates have ran along almost the same lines. But the alcohol industry itself with the help or sometimes the pressure of the consumers’ ombudsman has agreed upon a voluntary agreement regulating alcohol advertising, marketing and sponsorship. The first agreement that included not only the breweries but also the distillers and the wine importers were agreed at the end of 1976 and then supplemented or slightly changed several times.
The latest version of the agreement is valid from March 1, 2000, and was agreed by the alcohol industry and importers in cooperation with the Ministry of Health, the Ministry of Industry, and the Consumers Council. The essence of the present agreement is that it concerns alcoholic beverages containing 2.8 per cent alcohol by volume or more. However, for advertising and sponsorship targeted on children and youth all beverages containing alcohol are concerned, i.e. advertising directed at children and youth is not allowed at all. Advertising may not be provocative, pressing or otherwise persuading, it may not give the impression that alcohol is good for your health or contributing to your success or physical and mental capability. Advertising is not allowed in or near schools, high schools, playing grounds and youth clubs, in events or magazines targeted on children and youth. Advertising and sponsorship may not be combined with sports, sports grounds and sports magazines.
Before 1990 the agreement was signed by some of the alcohol producers and importers and thus only applied to members of these organisations. The agreements in 1990 and onwards have been signed by the consumers' ombudsman and thus should be followed by all alcohol advertisers and sponsors. Moreover, an independent enforcement committee has been set up.
Dag Rekve 26.01.04