TV commercials for alcoholic beverages have been pre-inspected for a year. This practice is part of the federation’s guidelines on responsible marketing communications for alcoholic beverages.
Elina Ussa, managing director of the Federation of the Brewing and Soft Drinks Industry, said: “Preliminary inspection is working well and now we would like to expand it to also cover outdoor advertising. Self-regulation in the industry has proven to be an effective method of preventing excesses.
“We also hope that domestic brands will still have room to advertise so that they can successfully compete with foreign brands. Advertising bans would make it more difficult for Finnish industry to operate, but would leave foreign brands visible on, for example, the Internet and cable TV channels.”
The current legislation governing alcohol advertising in Finland is already very strict compared to many other EU countries. In their own advertising, the member companies of the Federation of the Brewing and Soft Drinks Industry have decided to draw up their own guidelines and adhere to even stricter regulations than those laid down in law.
In order to pass the preliminary inspection, advertisements must adhere to legislation, good practice, and the brewing industry’s own self-regulatory guidelines.
Source: Panimoliitto
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