Dutch minors are excessively exposed to alcohol advertising

11 April 2024

The 2023 Annual Alcohol Advertising Report shows that many minors in the Netherlands are confronted with alcohol advertising. Despite the fact that the alcohol industry largely adheres to its own agreement that alcohol advertising may not be specifically aimed at minors, they are still reached on a large scale.

Not only several MP’s but also the State Secretary of the Ministry of Health, Welfare and Sport want measures to be taken.

Advertising of alcoholic beverages in the Netherlands is mainly controlled by self regulation of the drinks industry. The alcohol advertising rules stipulate that alcohol ads in any form may not reach a public that consists of more than twenty-five percent (25%) of young people under the age of 18. The researchers indicate that this percentage does not prevent many minors from being reached in absolute terms. The researchers also indicate that much alcohol advertising is currently not monitored. This applies, for example, to out-of-home advertising, advertising through sport sponsorship and cinema advertising.

Dutch Media Act prohibits alcohol advertising on television and radio between 6 AM and 9 PM. However, there are plenty of alcohol advertisements broadcast online during the day. Young influencers and vloggers appear not to adhere to the existing rules. The report shows a number of situations where excessive drinking is promoted and where minors give free alcohol to an influencer.


monitor-alcoholmarketing-2023_1.pdfmonitor-alcoholmarketing-2023_1.pdf (3,25 MB)


Dutch Institute for Alcohol Policy STAP
P.O. Box 9769
3506 GT Utrecht
The Netherlands
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