Portugal is set to impose fines on companies that use the national flag to market alcoholic beverages. This decision follows an investigation by the Directorate-General for the Consumer (DGC) during the final phase of the European Football Championship.
Investigation and Findings
The DGC’s investigation, conducted between July 8 and 15, scrutinized 232 advertisements for alcoholic beverages. These ads appeared on 53 websites and social media platforms, including Facebook and Instagram. Out of the 20 companies questioned, three were found to have violated advertising codes by using the Portuguese flag in their marketing efforts.
Legal Framework
Portugal has stringent regulations regarding the promotion of alcohol. Advertisers are prohibited from associating alcoholic beverages with national symbols, such as the Portuguese flag. Additionally, alcohol promotion is banned on radio and television between 7 AM and 10:30 PM, and targeting minors with such advertisements is strictly forbidden.
Digital Advertising Concerns
The DGC highlighted a significant concern regarding the lack of restrictions on digital advertising. Unlike traditional media, there are no specific time constraints for alcohol ads on digital platforms, making it challenging to prevent minors from being exposed to such content. The government has yet to announce any concrete measures to address this legislative gap.
Previous Incidents
This is not the first time the Portuguese government has penalized companies for using national symbols to promote alcohol. In 2023, two similar violations led to disciplinary actions, although those cases remain unresolved.
Conclusion
The recent investigation underscores the importance of adhering to advertising regulations, especially when it comes to sensitive products like alcohol. As Portugal continues to enforce its laws, companies must be vigilant in their marketing strategies to avoid hefty fines.
