Iceland: prevention organisations respond to debate on alcohol policy and online sales case

09.01.2026 - Several prevention organisations in Iceland have issued the statement below to add factual context to the ongoing public debate about the country’s alcohol policy and the legality of online alcohol sales by domestic actors. The organisations argue that market forces have been allowed to undermine established policy, and they point to a police case that began with an ÁTVR complaint on 16 June 2020 and is now heading to a main hearing at the Reykjanes District Court on 12 January 2026. NordAN is sharing the statement in full as it reflects the concerns and priorities of our member organisations and partners working on prevention and youth protection in Iceland.

STATEMENT: Statement from prevention organisations regarding the public debate on the current alcohol policy

The purpose of this statement is to contribute factual information to the ongoing public and media debate on the official alcohol policy that has been in force. Prevention organisations and others believe that, in recent years, the authorities have allowed market forces to undermine this policy, in contradiction with Iceland’s alcohol legislation and the public health policy adopted for the period up to 2030.

For more than five years, since ÁTVR filed a complaint with the police on 16 June 2020 concerning online alcohol sales by domestic actors, several non-governmental organisations have worked closely together to draw the attention of authorities and the public to the importance of concluding this case. These organisations consider the current system of online alcohol sales to be an ongoing public health threat and a risk to the protection of children and young people in Iceland.

The organisations involved are:Fræðsla og forvarnir, an association of individuals interested in prevention and health promotion (forvarnir.is); Parents Against Alcohol Advertising (foreldrasamtok.is); IOGT in Iceland (iogt.is); SAFF, the Cooperation of Non-Governmental Organisations in Prevention.

A conclusion approaching after five years of delay

The complaint could have been concluded in 2020 or 2021 if it had been properly addressed, but more than half a decade later it is still unresolved.

However, a conclusion now appears to be approaching. The Capital Area Police completed its investigation of the case last autumn, which led the Chief of Police in the Capital Area to file charges against an online alcohol retailer at the Reykjanes District Court in September 2025. According to information obtained by phone from the court, the main hearing is scheduled to take place on 12 January.

The above-mentioned prevention organisations have contacted numerous public bodies and institutions and, among other actions, submitted a formal request to the Parliamentary Committee on Administration and Oversight regarding the handling of the case, the delays by the authorities, and ministerial responsibility. The matter has been discussed in the committee but remains unresolved. Parts of this advocacy work can be seen on the organisations’ websites, including forvarnir.is, foreldrasamtok.is and iogt.is.

A broad alliance of health professionals and prevention organisations stands together

The organisations have taken a leading role in encouraging as many actors as possible to urge the authorities to place public health, the protection of children and young people, and social responsibility at the centre of this case. This leadership has, among other things, resulted in a broad alliance of health professions and prevention organisations issuing public appeals and recommendations to the authorities on two occasions. These reflect both strong unity and serious concern about the situation.

These include a joint appeal from health professional organisations, prevention organisations and others to the authorities to respond to the ongoing public health threat caused by a sharp increase in online alcohol sales, issued on 26 August 2024, and a joint submission to the government consultation portal on 21 January 2025, arguing that the state could save billions by preventing alcohol sales by private actors.

Aggressive and confrontational market forces

It should also be noted that the market forces currently promoting alcohol to young people and the general public through traditional media, social media, in connection with sports events, and elsewhere in society, are aggressive and confrontational, driven by the prospect of substantial profits. According to public interviews, turnover from online alcohol sales already amounts to several billion Icelandic kronur. The public is left to bear the costs of the consequences, as is well known, with taxpayers’ money flowing from the state treasury to cover them.

Ministers and others state there is no legal uncertainty

Both the Minister of Health last summer and the Minister of Finance and Economic Affairs yesterday have stated that online alcohol sales are unlawful and that there is no legal uncertainty.

On 16 June 2025, the Minister of Health stated: “I want to emphasise that I consider it urgent to address the illegality that online alcohol sales represent.”

On 5 January 2026, the Minister of Finance and Economic Affairs stated: “Our view, as well as that of the Ministry of Justice and external experts, is that there is in fact no uncertainty here and that this is simply a matter of enforcing the law. People can debate whether the law should be framed this way or differently, but I do not agree that there is any legal uncertainty.”

A court ruling just around the corner

When market actors insist that the alcohol legislation is unclear, while sitting ministers, prevention organisations, the police, ÁTVR and others state that it is clear, the most appropriate course is to await the court’s ruling, which is now finally just around the corner. Prevention organisations and others have waited for five and a half years, but know that the wait is nearly over, as the case has reached the judicial stage.

If the case is lost, a new course must be set

From the perspectives of public health, the protection of children and young people, and social responsibility, there is hope that the case will be won in court. If, however, the unlikely outcome were that the case is lost, the legislature would then need to reconsider the situation and decide whether to introduce new alcohol legislation that continues to place public health, the protection of children and young people, and social responsibility at its core, or to allow new legislation to move in the opposite direction. Prevention organisations trust that strong social values will continue to guide future decisions.

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Original statement: https://iogt.is/2026/01/07/3665/