In the middle of the square in the center of Bodø is “Craig Alibone Pâtisserie & Champagneria”. During the day they sell cakes and sweets. They constantly post pictures of this – and sales are going well, says owner Craig Alibone. In the evening, the restaurant struggles a bit more, according to the owner: – There are many people who don’t know that we are also open in the evening. We have no chance to tell anything about it. He believes they should be allowed to use social media to promote themselves – also with pictures of alcoholic beverages. Craig Alibone would like to use social media to promote his restaurant. Photo: Ole-Fredrik Lambertsen / news The ban on alcohol advertising has been the talk of the town lately. Among other things, the word “pils” was recently used in connection with a mayoral duel in Bodø. It did not go down well with the municipality, and the name of the event had to be changed. In Kvinnherad, a bar was given one point after using a drink emoji in a Facebook post. – At first I thought it was nonsense, said the bar owner shortly after the bar inspector came by. Now Storting representative Helge André Njåstad in the Progress Party says that it has gone too far. The law must be changed, he believes. What does the Alcohol Act say about advertising? According to § 9-2 first paragraph of the Alcohol Act, it is prohibited to: advertise alcoholic beverages advertise goods with the same brand or characteristics as alcoholic beverages allow alcoholic beverages to be included in the marketing of other goods or services The main purpose of the advertising ban is to prevent influence that leads to increased demand for alcoholic beverages. In addition, the purpose of the ban is to maintain an understanding among the population that alcoholic beverages differ from other commercial goods and that there is a need for special regulation that limits alcohol consumption in Norway. To achieve the objectives, the ban is designed as a general ban on all forms of marketing of alcohol, but with some limited exceptions (discussed later in this article). (helsedirektoratet.no) – Nobody understands what we do – I can understand that they don’t want to promote alcohol because some people may have alcohol problems, but from a business perspective the law makes it impossible to talk about what we do. A few years ago, Alibone was going to promote a Mother’s Day brunch. He did so by posting a picture of a covered cake table. There were also a few glasses of champagne on the table. The images were illegal and had to be taken down. This photo was posted on social media to promote a Mother’s Day brunch. The image had to be removed on the grounds that it was an alcohol advertisement. Photo: private – We didn’t write anything about champagne once, he says and is clearly dismayed by the decision. In the evenings, they post pictures of the premises to inform that they are open. They are not allowed to write anything about the new cocktail menu they have been working on for a long time. – No one understands what we do, he believes and says that marketing would have been much easier if they could publish pictures of or write about drinks. – The law has been unchanged for a long time. If we talk about the challenges we have, it might lead to the law being softened or changed, Alibone hopes. History of the advertising ban In 1973, the Storting decided that an advertising ban for alcohol should be implemented – something that came into force two years later. In 2015, there were changes to the provisions on alcohol advertising for the first and last time. It then became possible for manufacturers and wholesalers to provide information, including photos, about the products on their websites, as well as at events such as fairs, tours and courses. It was also opened for product images in Vinmonopolet’s online store. (Institute of Public Health) Illegal to advertise a legal product – The law is extremely strict in many ways, especially when it comes to alcohol advertising, says parliamentary representative for the Progress Party Helge André Njåstad. He thinks it is strange that it is illegal to advertise a legal product. – The fact that it has gone so far that it is illegal to use an emoji or the word “pils” shows that it is a practice and a set of regulations that is completely out of step with the times. Storting representative Helge André Njåstad (Frp) says it is worrying that catering establishments cannot use social media in marketing. Photo: Terje Pedersen / NTB Njåstad believes the consequences are that it will be very difficult to operate in the industry. – You cannot talk about your products and events without being caught for breaking the rules. He refers to that as worrying. – Business deserves a clean-up so that it becomes easier to run a shop in Norway. If the FRP had decided, it would not have been illegal to advertise legal products, emphasizes the parliamentary representative. And adds that the party has always wanted to remove the ban. Craig Alibone Pâtisserie & Champagneria says that they are struggling to inform people that they have service in the evening. Photo: Ole-Fredrik Lambertsen / news – In any case, it must be practiced with common sense. Everyone understands that using an emoji in a Facebook update is not a breach of Norwegian law. Do you think the advertising ban is too strict? Yes, remove the entire ban It should perhaps be a little less strict No, I think the ban should remain as it is Show result On the Directorate of Health’s pages it states, among other things, that the main purpose of the law is to prevent influences that lead to increased demand for alcoholic beverages. – I don’t think the examples we are now seeing contribute to people drinking more. I don’t think people want a drink just because they see a drinking glass on Facebook, says Njålstad. – I think you are shooting yourself in the foot by having such strict and square regulations in Norway. Health policy – not business policy Leader of the Christian People’s Party, Olaug Bollestad, disagrees. – Norwegian alcohol policy works. We have a long tradition of a responsible alcohol policy. – I believe that must still be the basis – for the sake of those who struggle with alcohol abuse, and their relatives. – Factors such as traffic safety and public health must weigh more heavily than, for example, competitive advantages, says party leader Olaug Bollestad (KrF) Photo: Christian Ziegler Remme She says that the KrF is concerned that the alcohol policy should be solidarity-based, safety-creating and restrictive. – From large parts of the retail industry and the alcohol industry, there are constant attempts to liberalize the alcohol legislation by opening up sales in new arenas. They want to maintain the restrictive line in Norwegian alcohol policy, and believe that provision must be made for alcohol-free zones in society. – For KrF, alcohol policy is not primarily business policy, but health policy. – Alcohol from small businesses is no less harmful State Secretary Ole Henrik Bjørkholt (Ap) says the law should prevent small businesses from marketing themselves. – Alcohol from small businesses is no less harmful than alcohol from other players. The advertising ban applies to everyone – both small and large companies, says State Secretary Ole Henrik Krat Bjørkholt (Ap). Photo: Esten Borgos – Is it fair that it is free to advertise pastries if you own a bakery, but not beer if you have a brewery? – Yes, because the alcohol policy goals of limiting alcohol consumption in the population are more important than the industrial policy goals for the alcohol producers. He believes that new communication channels such as social media are no argument in themselves for weakening the advertising ban. – Social media is a powerful marketing channel because this is information that also reaches consumers who do not seek such information. The Hurdal platform states that the government wants to maintain the strict Norwegian alcohol policy. Bjørkholt says they have no plans to change the law in a liberal direction.
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– Will scrap the advertising ban – news Nordland
