Sweden seeks ban on foreign booze advertising

Two powerful Swedish lobby groups have turned to the European Commission to try and get a complete ban on alcohol advertising on television, after it emerged some channels were dodging the ban by being registered abroad, The Local reports.

Both the Swedish Consumer Agency (Konsumentverket) and the Swedish Civil Contingencies Agency (Myndigheten) believe that broadcasters Viasat and SBS are circumventing the ban as they are licensed by Ofcom in the UK.

“In Sweden the rules are quite clear. There is a complete ban on all forms of televised alcohol advertising but we have seen over the last few years a lot of adverts for alcohol being directed to the Swedish market on these channels,” Cecilia Norlander, lawyer with the Swedish Consumer Agency, told The Local.

The two authorities have notified the European Commission to determine whether SBS or Viasat are breaking any legislation by broadcasting the alcohol advertising. If the commission confirms this is the case then both Konsumentverket and Myndigheten intend to sue the broadcasters in Swedish courts.

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