NordAN voices strong concerns over Finland’s proposed alcohol law reform
- Nordic Alcohol and Drug Policy Network
- Jul 29
- 2 min read
29.07.2025 - NordAN has submitted a response to Finland’s Ministry of Social Affairs and Health regarding the draft legislation to amend the Alcohol Act (VN/1531/2024). The proposed changes, open for consultation until 31 July 2025, would legalize home delivery of alcohol, permit cross-border distance sales of wine and spirits, and lift Finland’s longstanding ban on digital advertising of strong alcoholic beverages.
According to the government, the reform aims to align national alcohol regulations with internal market rules, modernize retail practices, and promote fair competition. The proposal builds on previous reforms, including the 2018 increase in permitted alcohol strength in supermarkets and the 2024 decision to raise the retail limit to 8% ABV for fermented beverages. However, NordAN argues that the latest reform goes significantly further and risks dismantling the Nordic public health-oriented alcohol control model.
NordAN’s submission warns that legalizing home delivery and cross-border sales of spirits undermines the monopoly structure that has been central to Finland’s, and the broader Nordic region’s, successful efforts to reduce alcohol-related harm. The network highlights evidence from both Finland and international sources showing that increased availability and ease of access drive higher consumption, more alcohol-related deaths, and growing health inequalities. Finland’s own Institute for Health and Welfare (THL) found that the 2018 reform led to about 160 additional alcohol-related deaths annually.
The network also raises concerns about legal coherence with EU law. While the government claims the reform ensures compliance with the European Commission’s 2024 opinion, NordAN notes that the bill could create legally vulnerable dual standards between domestic and foreign alcohol sellers, potentially inviting infringement procedures and legal challenges. Moreover, by removing Alko’s remaining exclusive rights, the reform weakens the public health justification that has previously shielded Finland’s monopoly under EU law.
On economic grounds, NordAN points to modelling by Finland’s Competition and Consumer Authority, which predicts substantial losses for Alko, job cuts, and store closures if wine and spirits enter private online retail. At the same time, foreign sellers would gain competitive advantages by bypassing key Finnish regulatory and tax obligations.
Finally, NordAN criticises the planned legalisation of digital spirits marketing. While influencer promotion would remain banned, the proposal would allow producers to advertise online, including on platforms accessible to Finnish youth. This, according to NordAN, flies in the face of WHO guidance and Finland’s own Alcohol Act, which prioritises harm prevention over market expansion. In its conclusion, NordAN urges Finland to reconsider the reform. It calls for full transparency on the government’s long-term policy goals and insists that any changes to the Alcohol Act should be evaluated against health outcomes, enforcement capacity, and legal sustainability. Alongside its official consultation submission, NordAN also sent the recent joint letter from senior public health experts, known as the “Elders’ Letter”, to the ministers and party leaders of the Finnish government. This letter, endorsed by leading Nordic researchers and policymakers, underscores the importance of maintaining a strong, public health–oriented alcohol policy. As NordAN states: “Protecting public health and maintaining public trust demands nothing less.”
