Changes to alcohol advertising rules from January 1, 2024

By: Trademagazin Date: 2024. 12. 11. 11:01

From January 1, 2024, significant changes will take effect in alcohol advertising regulations, primarily affecting public spaces and the HORECA (hotel, restaurant, cafe) sector. The new regulations aim to limit the promotion of alcoholic products among minors and reduce their direct visibility in public spaces.

Revision of the 200-Meter Rule

The new legislation revises the previous “200-meter rule,” which prohibits alcohol advertisements near schools, kindergartens, and child-focused institutions. To enforce this rule more effectively, a more precise measurement method has been introduced, taking into account not only straight-line distances but also walkable pathways. This makes the general rules for ad placements even stricter.

Regulations for the HORECA Sector

The new rules significantly impact the HORECA sector. Restaurants, cafes, and hotels face tighter restrictions on placing alcohol advertisements in shop windows or in a manner visible from public spaces. Such ads can now only appear in areas not directly visible from public spaces. This limitation poses challenges for hospitality businesses and retail outlets alike.

Restrictions on Public Space Advertising

For alcohol advertisements placed in public spaces, the rules have become stricter. Under the new regulations, any advertisement directly accessible and visible from locations frequently visited by children, such as parks, playgrounds, and educational or cultural institutions, is prohibited.

Impacts of the Changes

The new regulations are expected to significantly affect alcohol manufacturers, distributors, and the HORECA sector. To adapt and comply, companies will need to develop new marketing strategies that align with the stricter rules. At the same time, the regulations offer an opportunity to focus on digital marketing and innovative advertising solutions.