Alcohol marketing ranges from mass media advertising to sponsorship of events, product placement, internet, merchandise, usage of other products connected with alcohol brands, social networks etc. In 2009, the Science Group of the European Alcohol and Health Forum produced a report on marketing which reviewed a number of studies regarding impact of marketing on the volume and patterns of drinking alcohol. It concluded that alcohol marketing increases the likelihood that young people will start to drink alcohol, and that among those who have started to drink, marketing increases the their drinking levels in terms of both amount and frequency.

Alcohol advertising was first regulated at EU level by the EU's "Television without Frontiers" Directive, which was adopted in 1989 and revised for the first time in 1997.

On 13 December 2005, the Commission proposed a new revision in order to take account of rapid technological changes and developments in the audiovisual services market such as video on demand, mobile television and audiovisual services via digital television.

On 24 May 2007, the European Parliament and the Council agreed on the proposal. The new Directive on Audiovisual Media Services entered into force on 19 December 2007. Member States have until 19 December 2009 to incorporate its provisions into national law.


Reference EU Documents




Good practices

Seen by public health experts as an example to follow, the Loi Evin, was passed in France in 1991 in order to control the advertising of alcohol and tobacco. The Law puts an end to lifestyle advertising of alcohol.

According to the Loi Evin messages and images in alcohol ads should refer only to the qualities of the product such as degree, origin, composition and means of production.

The Globe: The 'Loi Evin': a French exception

Loi Evin France: A French exception! A European Example! By ANPAA




The AMMIE project (Alcohol Marketing Monitoring in Europe) consists of NGOs from five EU countries (Bulgaria, Denmark, Germany, Italy and the Netherlands) that monitored alcohol advertising practices and marketing activities in 2010. The project started in 2009 and is partly funded by the European Commission.

FASE: Focus on Alcohol Safe Environment

FASE project aims to collect best practices in work-place strategies to reduce the impact of harmful and hazardous alcohol consumption on the economy as well as best practices on well-resourced community mobilisation and intervention projects to create safer drinking environments, and to develop best practice in advertising, self regulation and monitoring.


EUCAM, the European Centre for Monitoring Alcohol Marketing has been set up to collect, exchange and to promote knowledge and experience about alcohol marketing throughout Europe.


ELSA (Enforcement of national Laws and Self-regulation on advertising and marketing of Alcohol) was a two year project that assessed the enforcement of national laws and self-regulation on the advertising and marketing of alcoholic beverages in all 25 Member States and applicant countries and Norway.

Eurocare Events

Under the Influence: Protecting teens from the impact of alcohol marketing, 21 June 2011, European Parliament (Brussels)

Hosted by MEPs: Anna Hedh (S&D) and Marian Harkin (ALDE)

Organisers: Eurocare and STAP (Dutch Institute for Alcohol Policy)

Eurocare Press Releases


Alcohol industry versus health ministry 2:0

FIFA World Cup 2014 should not be sponsored by alcohol industry.


Alcohol Industry v Health Ministry 1:0

Sport is not an arena for alcohol promotion


Self- regulation is not an answer

It cannot be left to the producers of a harmful product to decide how, when and where it will be marketed. Policy makers must not rely on self-regulation, but rather follow up through more statutory measures to protect the consumers.