On Monday this week, the princess and Durek Verrett launched a gin made in connection with their wedding this summer. Some media editors were invited to the launch. A single bottle of the controversial gin was left at Vinmonopolet at Tveita in Oslo this morning, before sales were halted. Photo: Ann-Iren Finstad / news This may have been against the law, because it is not legal for industry players to “initiate, influence or finance” mention of alcohol. – Generally speaking, a press launch is considered to initiate press coverage, which would normally be seen as a breach of the advertising ban, says divisional director Linda Granlund in the Directorate of Health to news. Vinmonopolet stopped sales Earlier today, it became known that Vinmonopolet has stopped the sale of the gin, because it may be in breach of the ban on alcohol advertising. Kristine Sanne in Vinmonopolet confirms that they have stopped selling the so-called wedding gin. Photo: Tom Balgaard / news This was confirmed by senior communications advisor at Vinmonopolet Kristine Sanne to news. – We have been made aware that the label has been changed since it was registered with the ordering committee. When this item was entered, it had a different label than it has now. It may be in breach of the ban on alcohol advertising, says Sanne. –– We have therefore sent questions to the wholesaler to clarify whether they have delivered a product that is in accordance with laws and regulations. In the meantime, we have chosen to stop the sale of this until this is clarified. – Why might it be in conflict with the ban on alcohol advertising? – It is because it is linked to the use of a brand. The couple is a brand in itself, and linking a brand to alcohol may be in breach of the alcohol advertising ban. Princess Märtha Louise’s manager Carina Scheele Carlsen says that it was the princess who took the initiative to have the gin made. – Princess Märtha Louise herself took the initiative for this collaboration and has been involved throughout the process, she writes in an SMS to news. – As regards the ongoing case with Vinmonopolet, there is now a dialogue between the producer and Vinmonopolet. On the label of the gin bottle, Princess Märtha Louise’s princess title is used in the description of the product. Photo: Ann-Iren finstad / news Will ask the Norwegian Directorate of Health to open a supervisory case The Alkovett organization Av-og-til tells news that today they will send an inquiry to the Norwegian Directorate of Health and ask them to open a supervisory case. – We are going to ask the Directorate of Health to assess this matter. We have an advertising ban in Norway for alcohol, which is important, because we know that advertising works. Alcohol advertising contributes to increased demand for alcohol, which in turn leads to more people drinking alcohol, says general secretary Ragnhild Kaski to news. Ragnhild Kasi in Av-og-til reacts to the princess and Durek Verrett’s wedding gin and will ask the Directorate of Health to look into the matter. Photo: Rebekka Ellingsen / news The organization will ask the Directorate of Health to assess both whether the launch was illegal, and whether celebrities’ brands can be used to promote alcohol in this way. – Well-known people must internalize the influence they have, says Kaski. – We think it’s a shame that the princess and Durek Verrett choose to let their wedding, which will be a much-publicized media event, become an advertising poster for alcohol. The Directorate of Health has not yet received the inquiry from Av-og-til, but confirms to news that they are considering opening an inspection case. – We will make an assessment based on incoming tips, says Granlund. Wedding gin The label on the bottle and on the manufacturer’s website stated that the gin was made for the wedding of the princess and Verrett, Se og Hør reported earlier this week. This is completely contrary to the guidelines that the royal house and the princess have laid down for her activities and use of the princess title. The future bride and groom’s monogram adorns the gin bottle. Photo: Ann-Iren Finstad / news It has previously been decided that Princess Märtha Louise will not use the princess title in commercial activities. Now it turns out that it may also be in violation of the alcohol advertising ban. In addition to the princess title, a pink monogram with Princess Märtha Louise and Durek Verrett’s initials adorned the bottles. – A miss Earlier today, it became known that the title has now been removed from the description on the manufacturer’s website, and that it was also to be removed from the bottles. news has asked the Palace questions about the use of the princess title in connection with the gin. Communications manager Guri Varpe refers to the princess’s manager Carina Scheele Carlsen. – Regarding the use of the title, it is a mistake and will be corrected, says Carlsen to news. According to Vinmonopolet, 12 liters of the wedding gin were sold in May, while a further 41 liters have been sold so far in June. – By comparison, we sold 78,000 liters of gin in May alone. So there hasn’t been very much interest in it, but we see some increasing interest after the media coverage, says Kristine Sanne in Vinmonopolet. Published 27.06.2024, at 11.15 Updated 27.06.2024, at 17.17
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May have committed multiple offences
