Alcohol and tobacco advertising regulations vary, with experts suggesting stricter controls and comprehensive measures to reduce addiction.
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The Lithuanian Advertising Standards Board notes that advertising rules differ for businesses promoting addictive products. While tobacco advertising is strictly prohibited, alcohol producers often use terms like “non-alcoholic” to market non-alcoholic versions, which can be advertised on television, a practice the board disputes, noting that consumers often perceive the alcoholic version exists. The National Narcotics, Tobacco, and Alcohol Control Department (NTAKD) suggests that while promoting non-alcoholic drinks is healthy, packaging and design must clearly indicate they contain no alcohol to prevent consumers from seeking the alcoholic version. They advise against using alcoholic product branding or similar designs for non-alcoholic items and recommend unique advertising concepts beyond just the word “non-alcoholic.”
Despite these measures, the Ministry of Health reports a noticeable decrease in alcohol consumption in Lithuania over the past five years. Experts state that while advertising restrictions are one factor, comprehensive measures recommended by the WHO, such as increasing excise taxes, limiting advertising, and reducing availability, are necessary.
Experts caution that overly strict regulation can lead to absurd situations, as regulators might deem even children’s stories about food advertising alcohol. Internationally, advertising for alcohol is regulated across the EU, with some countries like Spain and Romania implementing stricter rules, including age restrictions and content controls. Tobacco advertising controls are even stricter in Southern Europe, with some bans on all advertising outside of specialized stores.
Regarding gambling, experts suggest a complete ban on advertising is necessary to combat addiction, as current restrictions only allow company names and game types, which still stimulate addiction. While Lithuania is considering comprehensive bans, experts believe that if legislation is not carefully crafted, the measure might not be effective.
