alcohol
The Nordic and Baltic region has been an exciting laboratory for everyone interested in alcohol research and policy. With Nordic countries, we have a long and effective experience with WHO recommended alcohol policies and with that one of the lowest alcohol consumption and harm rates in Europe. Baltic countries, understanding the different situation they are coming from, has had one of the highest consumption rates in Europe and thus also in the world and has also struggled with introducing actual alcohol strategies. Within the last few years, a significant change has taken place, and Lithuania and Estonia have adopted new regulations that are now showing the way to rest of Europe. Latvia is also planning further changes that include stronger alcohol advertising limits etc.
opioids
Nordic Alcohol Policy Report is beginning to broaden its scope by adding chapters also on different drugs. Although the Nordic countries are often seen as ideal in practically every global ranking of quality of life and social equality, the number of drug-related deaths in these countries is among the highest in Europe. Together with Baltic countries.
Opioids, including heroin, methadone and buprenorphine, account for the majority of fatal overdoses in these countries.
The following page provides a summary of the main comparative data, and more detailed reports can be found from each country report.
Alcohol consumption levels in Nordic/Baltic countries
Alcohol policy in the Nordics and Baltics, 2025 update
2025 brought a clear split-screen across our region. While several countries tightened availability and youth protections, the main focus has been on the weakening of the Nordic model as others moved to open new sales channels or broaden producer privileges.
Country snapshots
Denmark
From 1 April, under-18s can no longer buy drinks over 6% ABV. The rule keeps 16–17-year-olds to beverages up to 6% ABV and adds a 22.00–08.00 sales ban for under-18s in police-designated nightlife zones. Authorities also updated retailer guidance and signage requirements.
Finland
The government opened a formal consultation on revising the Alcohol Act. The draft would allow home delivery, clarify cross-border distance sales after EU feedback, and adjust parts of the marketing rules. This is another step in the line of the current government's plans to open the markets.
Sweden
Parliament approved time-limited, small-scale farm-gate sales. From 1 June 2025, visitors can buy limited quantities directly from small producers, while the government maintains that Systembolaget’s monopoly remains intact. The reform runs as a trial that is set to be evaluated before 2031.
Norway
The 50-year anniversary of the total advertising ban became a policy moment. Actis marked the July 1975 ban with a report, underscoring the ban’s relevance in today’s digital marketing environment. As this advertising ban was a decision made in the past, this year also saw, in a development connected to broader public health policy, the government introduced a new national drug policy framework in 2025, sparking debate over its implications for prevention and enforcement.
Iceland
Debate intensified around domestic online alcohol retail. A draft bill in the government consultation portal proposes allowing licensed Icelandic e-shops to sell alcohol under conditions, while market moves kept the issue live, including a major platform shifting focus to online alcohol sales in July.
Estonia
The Ministry of Economics has tested the limits acceptable for society, first by suggesting that alcohol advertising should be handed over to the advertising industry’s self-regulation and then by proposing to allow up to 13-year-olds to work handling alcohol. Both ideas were met with strong opposition.
Latvia
From 1 August, retail hours were shortened nationwide and price promotions and discount advertising were restricted, with a six-hour lag for online deliveries to curb impulse purchases. The changes were adopted in January and entered into force at the start of August.
What this adds up to
1) Availability is the main battleground. Latvia’s shorter shop hours and strict curbs on price promotions point one way, while Sweden’s farm sales and Finland’s home-delivery plan point another. Different countries are now moving in distinct directions, with the Baltics building up their regulatory frameworks while the Nordics move in the opposite direction, albeit still from a stronger starting point. For advocates, this raises the importance of transparent impact evaluation, especially where availability is expanding.
2) Youth protection remains strong, at least in theory. Sweden’s decision shows a clear contradiction: liberalization steps run counter to youth-protection rhetoric, yet Denmark’s stricter threshold for 16–17-year-olds and nightlife-zone rules show governments still act quickly where minors are concerned. Even with liberalization, Sweden includes volume caps and participation conditions at producer sites as safeguards.
3) E-commerce is the next frontier. Finland appears to be moving ahead with a clear plan to increase availability through home delivery and changes to cross-border distance sales rules. Iceland’s ongoing legal and enforcement debate shows how retail monopolies are tested by online channels. These files will likely define 2026 agendas across ministries, regulators and courts.
4) Politics and ideology set the course. Current debates in the region reflect the differing ideological views of political parties on alcohol and drug policy. With elections approaching in some countries, the results could determine the direction of the next major decisions, including whether availability is further expanded or restrictions are strengthened.