yesterday 15:16 | Last updated yesterday 15:24
Alcohol advertising in the media has more than doubled in the past five years.
Increased advertising involves increased drinking, claiming the temperance movement IOGT.
Last year the rate was close to 1.4 billion on alcohol advertising , an increase of 28 percent compared with 2013, according to Sifo.
– advertising is one of the pillars of the Swedish restrictive alcohol policy and increase advertising so do people drink more. This applies particularly to younger people and it is a big problem, says Andrine Winther, Vice President of IOGT.
Alcohol advertising is tightly regulated and it is completely forbidden in Swedish television, but it has several channels broadcasting from Britain evaded by referring to the British rules. Consumer Agency and the Agency for radio and TV have therefore turned to the European Commission to get the go-ahead to a possible lawsuit by broadcasters SBS and Viasat.
– We know from many studies that the public and politicians are tired that the alcohol industry round our advertising legislation and it will be exciting to see what this thrust receive the results, says Andrine Winther.
Consumer Agency and the Swedish brewing industry has two similar sets of advice and recommendations on how the law is interpreted and the Authority will soon an update of matters, including online advertising and social media.
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