Picture: Christine Olsson/TT
Stockholm, Sweden – Concerns are mounting over the increasing exposure of young Swedes to alcohol advertising on digital platforms, as a new debate piece highlights the potential reversal of positive trends in youth alcohol consumption.The warning comes amid recent changes to Swedish alcohol policy, including the introduction of farm sales, sparking fears about the future of the nation’s traditionally restrictive approach.
Sweden has long been recognized for its robust alcohol policies, largely centered around the state-owned monopoly Systembolaget. Established in 1955, Systembolaget controls the retail sale of alcoholic beverages exceeding 3.5% alcohol by volume, aiming to minimize alcohol-related harm. This system has consistently been cited by the World Health Institution (WHO) as a best practice in alcohol control.
However, the recent allowance of “farm sales” – permitting smaller breweries and wineries to sell directly to consumers – has drawn criticism from public health advocates. Opponents, including researchers at the Karolinska Institute and the Swedish Public Health Agency (Folkhälsomyndigheten), argue that this deregulation weakens Systembolaget’s control and increases accessibility, potentially leading to increased alcohol consumption. EU law experts have also raised concerns about the compatibility of farm sales wiht EU regulations.
Despite these policy shifts, a positive trend has emerged: youth alcohol consumption in Sweden has been declining in recent years. According to the Central Bureau of Statistics (SCB), the percentage of 16-29 year olds reporting having consumed alcohol in the past 30 days decreased from 68% in 2010 to 52% in 2022. This decline is attributed to a combination of factors,including increased awareness campaigns,stricter enforcement of age restrictions,and changing social norms.
Though, the IOGT-NTO (International Order of Good Templars – National Temperance Organization), a prominent Swedish non-governmental organization dedicated to alcohol prevention, warns that this progress is threatened by aggressive alcohol advertising, notably on digital platforms with limited oversight. Olle Häggström, District Chairman of IOGT-NTO Mitt, emphasizes the need for stronger political measures to protect young people from the normalization of alcohol consumption through pervasive advertising.
The organization specifically points to the increasing use of social media influencers and targeted advertising on platforms like Instagram, TikTok, and YouTube to promote alcoholic beverages.These platforms frequently enough lack the same restrictions on alcohol advertising as conventional media, creating loopholes that allow companies to reach young audiences with minimal scrutiny.
“A responsible alcohol policy saves lives,strengthens society and reduces the load on care,” states Häggström. IOGT-NTO is advocating for stricter regulations on digital alcohol advertising, increased funding for prevention programs, and a continued commitment to strengthening Systembolaget’s role in controlling alcohol sales. The debate underscores the ongoing tension between public health concerns and the economic interests of the alcohol industry in Sweden.
Olle HäggströmDistrict chairman IOGT-NTO mitt
