Reporting alcohol advertising

The AGM bases its findings on the Recommendation on advertising for alcoholic and low-alcohol beverages and the Swedish Alcohol Act. Alcohol advertising must be moderate and balanced. Before reporting an advertisement, ask yourself the following questions:

  • Is the choice of place (media) moderate?
  • Is the content moderate?
  • Is the design moderate?
  • How does the marketing come across?
  • Do the text and images provide factual information?

Alcohol advertising must not :

Be intrusive or solicit

  • Is the location or design of the advertisement intrusive and does it solicit?

Encourage consumption

  • Is alcohol shown in unsuitable places, for example, in workplaces, when driving or during pregnancy?

Target or portray children or youth

  • Do the images portray people under the age of 25?
  • Does the advertisement location or context mainly attract young people?

How do I make a complaint?

You can report an advertisement by email or by filling in the AGM form.

Your complaint must state:

  • The regulations you consider the advertisement to contravene
  • The company behind the advertisement
  • Where you saw the advertisement
  • A copy, link or photo of the advertisement
  • Your contact details* (name, address, email and telephone number).

*Your contact details are required for our investigation and in order for us to inform you of our findings. They will not be used in any processes or public statements.