Regleringen av marknadsföringen av alkohol i ... - Vaasan yliopisto
Regleringen av marknadsföringen av alkohol i ... - Vaasan yliopisto
Regleringen av marknadsföringen av alkohol i ... - Vaasan yliopisto
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Publisher Date of publication<br />
<strong>Vaasan</strong> <strong>yliopisto</strong> May 2010<br />
Author(s) Type of publication<br />
Alfred Streng Monograph<br />
Name and number of series<br />
Proceedings of the University of<br />
Vaasa. Research Papers, 291<br />
Contact information ISBN<br />
University of Vaasa<br />
Department of Business Law<br />
P.O. Box 700<br />
FI–65101 Vaasa<br />
Finland<br />
e-mail: alfred.streng@uwasa.fi<br />
978–952–476–304–2<br />
ISSN<br />
0788–6667, 0788–673X<br />
Number Language<br />
of pages<br />
106 Swedish<br />
Title of publication<br />
Regulation of marketing of alcoholic beverages in Finland and Sweden,<br />
especially the requirements on fair practice and moderation<br />
Abstract<br />
In this research the alcohol legislation is dealt with, and especially the regulation<br />
on marketing of alcoholic beverages as a part of a preventive alcohol policy.<br />
More particularly it is the requirement on fair practice in the Finnish 33 § AL<br />
and Swedish 11a § AL and the requirement on special moderation in 8 § AL<br />
when marketing alcoholic beverages to consumers that are under scrutiny. The<br />
general regulations on fair practice in marketing in Finnish CPL and Swedish<br />
ML, which affect the marketing of alcoholic beverages, are naturally a part of the<br />
scrutiny. The influence of the membership in the EU on the shaping of the legislation<br />
on marketing of alcoholic beverages has also a central part in the research.<br />
A substantial part of the research constitutes<br />
– a scrutiny of justifications why the regulation on marketing of alcoholic beverages<br />
shall be included in the alcohol legislation as a part of a preventive alcohol<br />
policy,<br />
– the purposes or intentions with the need of the regulation, and<br />
– the assumptions on the effects of the regulations on marketing of alcoholic<br />
beverages on the consumers and the society at large.<br />
According to the research it has been seen as a deficiency in the Finnish and<br />
Swedish regulation of marketing of alcoholic beverages that the aim with the<br />
regulation is not clearly outspoken in connection with the general rules of marketing.<br />
It can be a challenge for the legislators to create general lines of development<br />
for marketing of alcohol on the basis of the existing legislation and to<br />
evaluate the marketing in the context where it is performed.<br />
Keywords<br />
Marketing of alcoholic beverages, fair practice, moderation<br />
VII
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