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Court case: ALCOHOL MARKETING THROUGH DIRECT MARKETING ALLOWED IN SWEDEN

On May 6, 2015 the Swedish Market Court (the “MD”) tried whether a wine supplier had breached the Swedish Alcohol Act (“Alcohol Act”) by marketing their selection of wine in the form of letters to Swedish consumers over the age of 25, without prior consent from the consumers. The letters containing the marketing were covered by envelopes clearly indicating the commercial’s purpose.

In the end, the MD concluded that even though the challenged marketing was personal and written in a pleasant manner, it still found that the marketing did not breach the Alcohol Act concerning the requirement of special moderation.

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