EU: Alcopops and self-regulation

There have been several developments around the world in the increasingly controversial product category of “alcopops” (alcohol-strengthened soft drinks). Among these: The Dutch organisation concerned with self-regulation in the alcoholic beverages industry, STIVA, has elaborated five rules for the advertising and marketing of alcopops. The rules are:

• the name of the drink may not give the impression that it exclusively contains lemonade or soft drinks
• the alcohol percentage must be clearly and explicitly mentioned on the packaging
• symbols and icons particularly appealing to young people are banned
• such drinks must only be sold in the alcohol sections of retail outlets
• such drinks can only be sold to people over 16.

In New Zealand, the 15 members of the Distilled Spirits Association have also agreed stricter rules for the naming, packaging, marketing and advertising of these drinks. The new rules stipulate that the marketing should not:

• especially appeal to under-age drinkers
• be easily confused with soft drinks
• be associated with illegal drugs
• have violent, sexual or anti-social imagery
• be linked to youth icons

In the European Parliament over 200 MEPs have now signed a declaration calling for tighter marketing controls on alcopops; the declaration calls on the Commission to introduce guidelines for promotion, marketing and retailing of alcopops and “designer drinks”, and calls for an examination of ways to tax these drinks at the same rate as spirits.

In the UK on 1 July discussions involving seven government ministers will take place on the sale of alcopops. Ministers will press for tighter controls over the marketing and sale of the drinks, and may approve a new tax to be included within the forthcoming Budget.