New agreement in Denmark: fewer young people should be tempted to buy alcohol
- Nordic Alcohol and Drug Policy Network
- Sep 16
- 3 min read
16.09.2025 - Children and young people should not be confronted with alcohol when buying chips and candy or when standing at the checkout in supermarkets and other grocery stores. That is the aim of a new agreement that introduces new requirements for where alcoholic beverages may be placed in stores.
It will no longer be allowed to place breezers, ciders or other alcoholic drinks close to supermarket checkouts, and alcoholic beverages must be less visible in grocery stores.
The retail sector, alcohol producers and the Ministry of the Interior and Health have agreed on new guidelines for the placement and presentation of alcoholic beverages in stores.
The agreement means, among other things, that alcohol may no longer be placed directly next to shelves with candy and chips, in fruit and vegetable sections, or in areas with items such as toys. Going forward, there must be a clear separation between alcoholic drinks and selected other products in stores. To minimize impulse purchases, alcoholic beverages should also, as far as possible, be removed from checkout areas.
Minister of the Interior and Health Sophie Løhde says:
“Alcoholic beverages must be less visible in stores. When children and young people go to the supermarket or the local shop, they should not encounter beer, wine and spirits in countless places. That is why I am pleased that we now have an agreement with the retail sector to reduce the exposure of alcoholic drinks in stores, so young people are less influenced to buy alcohol.”
The agreement is part of the government’s prevention plan, which was previously adopted with broad support in Parliament. It will help ensure that alcohol is less visible to children and young people and is not placed in ways that associate it with other products that particularly appeal to them.
The agreement takes into account the size and physical layout of stores. In smaller shops, where it may be difficult to keep alcohol completely out of sight, the presentation must not be intrusive or use special promotional signage.
Sophie Løhde says:
“Danish children and young people start drinking at an early age and hold the European record in binge drinking. That is why there is a need for several different initiatives to delay the age of first use and reduce alcohol consumption among young people. This is one of those initiatives, and with this agreement we have found a solution that works for both small convenience stores and large supermarkets. We limit where alcohol can be placed without requiring major renovations.”
The new guidelines will take effect on 1 October 2025 with a six-month transition period.
Oversight will be handled by the Alcohol Advertising Board, which already enforces alcohol marketing rules, with the Danish Competition and Consumer Authority as observer.
As part of the agreement, the retail sector will also launch a study to assess young people’s alcohol purchases in selected stores. The study will begin in autumn 2025 and run for 12 months.
The agreement has been concluded with De Samvirkende Købmænd (Association of Danish Grocers), Nærbutikkernes Landsforening (Association of Convenience Stores), Bryggeriforeningen (Brewers’ Association), Vin og Spiritus Organisationen (Wine and Spirits Organisation), Dansk Erhverv (Danish Chamber of Commerce) and Dansk Industri (Confederation of Danish Industry).
Read more about the prevention plan from 14 November 2023
Facts: what the agreement entails
Alcohol may not be placed:
Directly next to candy and chips
In or next to dedicated children’s sections (such as toys, children’s clothing, or promotions targeting children)
In the fruit and vegetable section
Immediately by the checkout area (except in small shops or to prevent theft)
Separation may be achieved with partitions, clear spacing using other products in between, around a corner, or similar.
Exceptions:
Alcohol sold directly by staff at the checkout
Fixed cooling units with alcohol
Practical considerations for small shops where structural changes cannot be required
