Comparing the digital alcohol marketing regulations in 6 European countries (CIPPAL-ADAM study)

This note highlights the key provisions of these regulations, the convergences and specificities that bring added value to public health, in order to address audiovisual and digital marketing. In particular, it notes the following findings:

• Despite varying cultural and political contexts, the national alcohol marketing control systems in Finland, France, Ireland, Italy, Lithuania and Switzerland share the common goal of protecting minors. They are distinguished in this regard by the effectiveness of their enforcement and the existence of self-regulation within the economic sector.
• All the countries studied face significant challenges posed by evolving digital marketing and the alcohol industry's lobbying activities against stricter regulations, as well as circumvention through product placement and marketing by alcohol brands for their non-alcoholic ranges.
• In Lithuania, the near-total ban on alcohol advertising, including via websites and social media accounts targeting the Lithuanian public, offers strong protection against alcohol marketing. Nevertheless, ‘alibi marketing’, which uses all or part of an alcohol brand's identity without mentioning it, is an ongoing threat.
• Italy and Finland stand out for their legal provisions aimed at regulating influencer marketing and marketing by celebrities, respectively.
• In France, despite the strict definition of authorised media and content, the boom in advertising on social media presents significant challenges.