As part of Hurtigruten’s 130th anniversary, the shipping company has moved out into the deep sea. Specifically, at a depth of 34 meters off the coast of Helgeland. Here they have stored 1,700 bottles of sparkling wine for six months, which will be sold on the shipping company’s ships. Lawyer Thomas Benson works for the Angell law firm and has alcohol law as one of his specialist fields. Photo: Petter Strøm / news In this connection, Hurtigruten published a press release on their website about their new product. But several legal experts news has spoken to say Hurtigruten has broken the law on alcohol advertising by promoting the wine. – I think this must be against the law, says lawyer Thomas Benson at Angell law firm. He regularly teaches both municipalities and actors about how to deal with the Alcohol Act. Benson is aware that Hurtigruten has broken the law by publishing a press release on its website. The sparkling wine has been stored for half a year at the bottom of the sea, before it was lifted up and tasted last week. Photo: Steffen Silseth / Hurtgiruten Norge – Here the intention is to advertise a specific product that is being launched. Both the use of images and text have a clear purpose in getting people to buy the product. It is against the advertising association. The Act on the prohibition of advertising allows for information, in a sober manner, about alcoholic products on a menu in a night club. – Is there a point in how visible the message must be on the shipping company’s website, considering how many people see it? – No. The question is whether it is of such a nature that it counts as advertising, and in my view it has. It does not matter as long as the press release is publicly available. He believes that the press release, with the image of the sparkling wine at the top, makes the mention appear as advertising. Christian J. Aubert works at the law firm Langseth and provides, among other things, legal assistance to the hotel and restaurant industry. Photo: Langseth law firm – Yes, it is what catches the eye and what is remembered. I will remember the bottle. Lawyer Christian J. Aubert of the Langseth law firm agrees that such a press release breaks the law on alcohol advertising. – It is probably clearly against the rules, he says. The intention of the press release is naturally enough to get publicity in the media. They have received that in both Brønnøysunds Avis and Helgelands Blad – in addition to a number of travel magazines. Hurtigruten removed the message from its website After news contacted Hurtigruten, the shipping company removed the press release from its website on Friday. Press officer Anne Solsvik at Hurtigruten says that the press release was primarily aimed at the press. After news was in contact with Hurtigruten, the press release was removed from the shipping company’s website on Friday. Photo: Facsimile Hurtigruten – Rather than going into depth about the contents of the bottles, which will be exclusively served on Hurtigruten’s ships, we focused on the storage process on the seabed along the Norwegian coast and how we have developed this with its distinctive history to become part of our focus on food and drink with Norwegian history and local affiliation on our ships. Nikolai Haram Svorte, winner of Norway’s best winemaker 2023, was invited by Hurtigruten to taste the wine when it was raised from the sea. Photo: Kristian Dale / Hurtigruten Norge The shipping company will now take a closer look at the matter and ensure further discussion of this and future products are in line with the legislation. Norwegian Directorate of Health: Prohibition against advertising aimed at consumers The Norwegian Directorate of Health oversees advertising for alcoholic products. The directorate writes to news that they do not comment on individual cases in the media, but give the following comment on a general basis. – The advertising ban basically affects any mention of alcohol by players who have a financial interest in the mention and which are intended to reach consumers, says department director Øyvind Giæver. Øyvind Giæver is department director for living conditions in the Directorate of Health. Photo: Svein Olsson / news But there are a few exceptions to the law on alcohol advertising: – Among other things, one that should make it possible for alcohol players to provide fact-based information about alcohol. However, this only applies in channels that the user himself has to actively seek out, such as on websites, and not on social media, he says and adds: – Information in social media has a greater spreading potential, and can, among other things, result in children or other vulnerable groups are exposed, concludes Giæver. Ragnhild Kaski is general secretary of the alcovet organization Av-og-til. Photo: Occasionally Actis: – A big aftertaste The Alkovett organization Occasionally does not like Hurtigruten’s press release. – If you have financial interests in selling alcohol, you cannot initiate or design this type of press coverage. So this is a breach of the advertising ban, says general secretary Ragnhild Kaski. General secretary Inger Lise Hansen in Actis says Hurtigruten’s new wine comes with a big aftertaste. Photo: Actis – Hurtigruten is a large company with a turnover of billions and foreign owners. They should have both the resources and interest in following Norwegian laws, she adds. The organization Actis, which calls itself a promoter of a responsible drug policy, believes the same. – When Hurtigruten markets its new sparkling wine as a novelty on its website, in our opinion it is advertising and thus a breach of the Alcohol Act. Then the shipping company addresses consumers directly, and the law does not allow that, says general secretary Lise Hansen. – We congratulate Hurtigruta on its anniversary, but think the way they have chosen to market this comes with a big aftertaste.
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Legal expert believes Hurtigruten broke the law in advertising for a new alcohol product – news Nordland
