Spain is set to implement its most stringent legislation yet on alcohol advertising, particularly around schools. The new law, officially known as the ‘Law for the Prevention of Alcohol Consumption and its Effects on Minors,’ has been introduced by the Ministry of Health.
This move aims to change the cultural perception of alcohol to protect minors and is expected to face resistance from the alcohol industry.
The scope of the law
The proposed law includes numerous measures to restrict the sale and advertising of alcoholic beverages. One significant aspect is the prohibition of branded furniture (such as tables, chairs, and awnings) from beer and other alcoholic beverage companies near spaces frequented by minors. This ban also extends to advertising for non-alcoholic 0.0% beverages.
Beyond advertising restrictions, the law will also ban the sale of alcohol in places such as schools or any other centres designated for adolescents. This means that alcohol cannot be sold to adults in these areas, such as in the café of a sports stadium during youth games or at sweet shops and local festivals held in school courtyards.
The Ministry’s Goal
The overarching aim of the Ministry of Health is not just to impose a more restrictive set of measures but to fundamentally shift the perception that moderate alcohol consumption is beneficial to health. Javier Padilla, Secretary of State for Health, stated that this belief is a “fallacy not supported by science,” and the Ministry is not willing to endorse concepts that suggest otherwise.
Industry pushback
As expected, the alcohol industry has reacted negatively to the proposed law. José Luis Benítez, the director-general of the Spanish Wine Federation, highlighted that the industry has long promoted the idea that moderate drinking is beneficial. This concept has allowed the industry to navigate through the growing scientific consensus that no level of alcohol consumption is risk-free.
The World Health Organisation has consistently maintained that “no form of alcohol consumption is risk-free. Even low levels of consumption carry risks and can cause harm.” The notion of “responsible drinking” parallels the idea of “responsible gambling,” which many experts argue primarily benefits the industry rather than the consumers.
Industry’s next steps
The alcohol industry has announced plans to contest the law, vowing to take necessary legal action to prevent the term “responsible consumption” from being eliminated from public discourse. They argue that the scientific studies suggesting alcohol can be beneficial are often biased. According to Iñaki Galán, a researcher at the National Centre for Epidemiology, these studies frequently use abstainers with poorer health and higher mortality risks as references, skewing results in favour of moderate drinking.
The Ministry of Health contends that much of this research is influenced by industry-funded opinion leaders, leading to widespread public misinformation.
Economic impact
While public health authorities emphasise the risks associated with alcohol consumption, the industry highlights its economic significance. The alcohol sector in Spain employs around 65,600 people and generates €7.767 billion solely from production. Balancing public health policies with the economic contributions of the alcohol industry remains a significant challenge for the Spanish government.