A revolution is coming in stores. The government wants to limit promotions
The Ministry of Health is preparing a revolution in recipes for sales and promotion of alcoholic beverages.
Popular marketing campaigns like “Buy 8 beers, second 8 for free” can soon go down in history. The draft amendment to the Act is also to curb the sales of alcohol in forms and packaging controversial.
No bonuses and aggressive beer promotion
The amendment to the Act on Upbringing in Sobriety and the Act on Health Benefits provides for tightening the provisions on advertising alcoholic beverages. The key point is the redefinition of the concept of promotion. The new regulations are banned from offering alcohol as part of freebies or discounts – hitting “8+8” or “12+12” promotions popular in discount stores. The changes will also include an increase in penalties for illegal advertising and unlawful promotional campaigns of high -percentage drinks and beer. The project is to be publicly consulted for 30 days. The new regulations would enter into force on January 1, 2026.
No more “alkotubs” and alcohol in an unusual form
The impulse for change was the sale of alcohol in tubes reminiscent of fruit mousse for children. The Ministry of Health admitted that the applicable regulations did not give grounds to ban such sales – despite the obvious controversy.
The new law clearly prohibits the sale of alcohol in a form other than liquid – such as gel, powder, crystals and paste. In addition, all packages up to 300 ml will have to be made only of glass or metal.
New requirements for the appearance of packaging
The bill also assumes that the appearance of alcohol packaging cannot mislead or evoke associations with children’s products. The design of the label should also not encourage alcohol consumption by minors or suggest that its consumption has a positive effect on attractiveness, relaxation, professional success, learning or physical condition.
Obligatory legitimacy of young customers
According to the project, alcohol sellers will be required to request an identity document in case of any doubts as to the age of the client. This is to prevent alcohol to the sale of minors and strengthen control over the legality of trading in percentage drinks.
