An investigation that coincided with the final phase of the European Championship concluded that the companies were in breach of the advertising code.
The General Directorate of Consumer Affairs (DGC) of Portugal announced on Wednesday its intention to fine three companies for using the national flag for sell alcohol. The companies in question, which violated the advertising codecan face fines between 2,493.98 and 24,939.89 euros.
During an investigation carried out between 8 and 15 July, a period that coincided with the final round of the European Football Championship, the DGC analysed 232 alcohol ads. These ads were posted on 53 websites and social media networks, including Facebook and Instagram, and A total of 20 companies were investigated.
The DGC also stressed that these specific infringements only concerned social media marketing, and not more traditional forms of advertising. Like many European countries, Portugal has specific rules on alcohol promotion. It is forbiddenthat advertisers associate alcoholic beverages with national symbols like the Portuguese flag.
Gaps in legislation
Another rule prohibits the promotion of alcohol on radio and television between 7:00 and 22:30and it is prohibited to address minors with this type of advertising. On this last point, the DGC added an extra warning on Wednesday.
“Due to the lack of restrictions in the legislation regarding the times in which advertising of alcoholic beverages is broadcast on digital mediait is not possible to prevent advertising from appearing indiscriminately to minors.”
It is not yet clear whether the Government will take concrete measures to remedy this. legislative loophole. Recent research They do not represent the first occasion in which the Portuguese government sanctions companies for using national symbols to promote alcohol. In 2023, two similar violations triggered state disciplinary proceedings, although these cases have not yet been closed.
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