Actis´s report launch: 50 years of the advertising ban - one of alcohol policy’s greatest successes

14.08.2025 - In July 2025, it was 50 years since Norway introduced a total ban on alcohol advertising. Today, we are celebrating the anniversary with a dedicated event and the launch of a new report during Arendalsuka, where we take a closer look at the history behind the ban, what it has meant for public health – and why it is still just as relevant to preserve it.

Together with the state alcohol retail monopoly, alcohol taxes, age limits, and drink-driving legislation, the advertising ban is one of the cornerstones of Norwegian alcohol policy. The World Health Organization (WHO) highlights the advertising ban as one of the three most cost-effective measures to reduce alcohol-related harm – alongside higher prices and reduced availability.

Research shows that alcohol advertising can influence consumption, the age of first drinking, and drinking patterns, especially among young people. In many countries there are only partial restrictions, such as limits on where advertising can be shown, the time of day it can be broadcast, or how it is presented. Such restrictions can often be circumvented. To be effective, a ban must be comprehensive and cover all types of alcohol, channels, and media.

The Norwegian ban does exactly that – making it one of the most robust in the world. As a result, Norway has one of the lowest levels of alcohol consumption and fewer alcohol-related harms than many other countries.

A ban under pressure Although the advertising ban works, it is constantly challenged, particularly on social media. Here, there are no age limits, actors often operate across national borders, and neither the authorities nor the platforms themselves have full control. Children and young people report seeing a lot of alcohol advertising in their feeds, often disguised as personal content from influencers. This type of advertising can be difficult to detect, even for adults.

The infringement fine that can now be imposed for illegal advertising closes a loophole where influencers could post alcohol-related content briefly and remove it before sanctions became relevant. In today’s digital media landscape, it is enough for an advertisement to be online for just a few minutes to reach a large audience – which is why an effective sanctions system is essential.

Actis believes the ban must be maintained in full and enforced equally across the country. We cannot allow small exceptions that, over time, undermine the rules – for example, letting small breweries share “factual information” on social media. In a digital world, we have no control over where such information ends up.

Fifty years after the law came into force, the advertising ban remains one of our most successful public health measures, and an important reason why future generations are growing up with less pressure to drink and fewer alcohol-related harms.

Do you want to know more about how the advertising ban came about, what the research says, and why it is still one of our most important alcohol policy tools?

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Read the full report here: 50 years of the advertising ban