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Responsible Marketing of Alcoholic Beverages in Europe April 2005 Responsible Marketing of Alcoholic Beverages in Europe April 2005 Funded by The Brewers of Europe Canadean Limited 12 Faraday Court, Rankine Road, Daneshill, Basingstoke, Hants, RG24 8PF, England Tel: +44 (0) 1256 394200 Fax +44 (0) 1256 394201 Email: [email protected] Website: www.canadean.com RESPONSIBLE MARKETING OF ALCOHOLIC BEVERAGES IN EUROPE APRIL 2005 Funded by The Brewers of Europe Responsible Marketing of Alcoholic Beverages in Europe. Canadean. April 2005. 1 COPYRIGHT Information contained in Canadean reports is confidential and for use only by clients of Canadean with valid contracts. All copyright in these publications is reserved. No part of this report may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission of the copyright owners. LIABILITY Whilst every effort has been made to ensure that information contained in this report is accurate and that opinions expressed are sound, Canadean Ltd cannot be made liable for any errors, omissions or incorrect information or for any loss or consequential losses arising as a result of decisions taken based on the contents of this report. Visit the Canadean website @ www.canadean.com Responsible Marketing of Alcoholic Beverages in Europe. Canadean. April 2005. 2 4th April, 2005 Responsible Marketing of Alcoholic Drinks in Europe Canadean is an independent marketing analysis and consultancy company focused entirely on the drinks sector. We produce regularly updated reports and databases, as well as carrying out consultancy for clients. This document constitutes the second edition of our study on the marketing of alcoholic drinks in Europe and focuses primarily on the self-regulatory and regulatory environment. Details of consumption trends, the legal controls on the sale and distribution of alcoholic beverages, and excise duties can still be found in the first edition. The report was produced using responses to a questionnaire sent to all organisations involved in the self-regulation of marketing communications for alcoholic beverages. A list of the European bodies for all these organisations may be found in the appendices. This information has been supplemented by additional research, using authoritative sources and carried out by Canadean. We would like to thank all respondents and in particular the European Advertising Standards Association (EASA) for their help in producing this report. This report has been funded by The Brewers of Europe. Any correspondence regarding our research methodology should be sent to me at the address printed earlier. Yours sincerely, Kevin Baker Director, Alcoholic Beverages Responsible Marketing of Alcoholic Beverages in Europe. Canadean. April 2005. 3 CONTENTS PREFACE..............................................................................................................................................5 INTRODUCTION ...................................................................................................................................6 EUROPEAN OVERVIEW....................................................................................................................11 COUNTRY PROFILES........................................................................................................................17 AUSTRIA .............................................................................................................................................19 BELGIUM.............................................................................................................................................25 CYPRUS..............................................................................................................................................45 CZECH REPUBLIC .............................................................................................................................47 DENMARK...........................................................................................................................................67 ESTONIA .............................................................................................................................................83 FINLAND .............................................................................................................................................87 FRANCE ..............................................................................................................................................97 GERMANY.........................................................................................................................................115 GREECE............................................................................................................................................133 HUNGARY.........................................................................................................................................149 IRELAND ...........................................................................................................................................163 ITALY.................................................................................................................................................187 LATVIA ..............................................................................................................................................203 LITHUANIA ........................................................................................................................................207 LUXEMBOURG .................................................................................................................................217 MALTA...............................................................................................................................................221 NETHERLANDS................................................................................................................................233 POLAND ............................................................................................................................................249 PORTUGAL .......................................................................................................................................253 SLOVAKIA .........................................................................................................................................271 SLOVENIA.........................................................................................................................................277 SPAIN ................................................................................................................................................281 SWEDEN ...........................................................................................................................................305 UNITED KINGDOM ...........................................................................................................................321 BULGARIA.........................................................................................................................................353 ROMANIA ..........................................................................................................................................363 TURKEY ............................................................................................................................................377 NORWAY...........................................................................................................................................391 SWITZERLAND.................................................................................................................................405 APPENDIX 1 - QUESTIONNAIRE....................................................................................................411 APPENDIX 2 - SOURCES ................................................................................................................441 Responsible Marketing of Alcoholic Beverages in Europe. Canadean. April 2005. 4 Preface Public and political concern about the misuse of alcoholic beverages, and notably evidence from some EU member states of an increase in ‘binge’ drinking among young people, led to the publication, in June 2001, of the European Council’s Recommendation on the drinking of alcohol by young people, in particular children and adolescents (2001/458/EC). In the same month, at a meeting in Luxembourg between the European Commission’s Directorate General for Public Health and Consumer Protection (DG SANCO) and the stakeholders, the Commission asked the alcoholic beverages industry to produce a review of self-regulatory mechanisms for commercial communications in the EU and candidate countries. As part of the European brewing industry’s response to this request, The Brewers of Europe commissioned Canadean Limited, a British consultancy firm specialising in the provision of accurate, consistent and up-to-date data for the international beverage industry, to carry out a Europe-wide review. The results of this review constituted the first edition of the Canadean Report, entitled Responsible Marketing of Alcoholic Drinks: Regulations and Enforcement, which was published in 2002. The Report contained details of the regulatory environment for the marketing of alcoholic beverages in 29 European countries, including the 10 ‘first wave’ candidate countries which subsequently
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