Blog: Olly WehringSWEDEN: Weak advertising or strong warnings

Olly Wehring | 5 February 2008

A Swedish magazine for whisky drinkers has been threatened with a fine of over US$15k for advertising strong spirits. Oh, the irony.

Last week, Swedish publisher Tasty New Publishing’s ‘Allt om Whisky’ title was pulled up by the Swedish consumer ombudsman (KO) after having allegedly breached the law in its fourth edition. Slapped wrists all round.

Magazines in Sweden are prohibited by law to print ads for products containing more that 15% alcohol. But apparently, a loophole allows the magazines to carry strong spirit adverts if they are distributed either from alcohol haunts or by getting readers to consent to them.

So, I have a plan: bring the offending magazines over to mine and I’ll throw a big whisky party, the mags can go in the party bags upon leaving. No one’s breaking the law because it’s an alcohol-infused den anyway and… Oh, wait, I forgot – I don’t live in Sweden.

Night bus to South London, anyone?


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