High discounts on alcohol prohibited from July 1st

On July 1st the new Alcohol Act will enter into force, replacing the Drinks and Catering Act. These new rules aim to prevent alcohol use by young people and combat problematic alcohol use in the Netherlands.

The most prominent change is the ban on discounts above 25% in retail stores (Art. 2a Alcohol Act). This puts an end to offers such as 'buy one, get two’ or 'three for the price of two'. This rule applies both offline and online and cannot be circumvented by giving additional volume or a free product, such as a glass. In the self-regulatory Advertising Code for Alcoholic Beverages the alcohol industry had voluntarily limited itself for years to a discount that could not exceed 50%. The rules based on the Alcohol Act will now become stricter as of July 1st.

Moreover, additional measures will apply to online sales to prevent young people from easily obtaining alcoholic beverages (art. 20a Alcohol Act). The rules have been tightened where it comes age verification, both during the ordering process and at the time of delivery: no delivery to a minor or to the neighbors. The responsibility for this lies with the seller, even if he uses a delivery service. Finally, the method of age verification must be administered so that it is clear how entrepreneurs monitor the age limit from shipment to delivery.

Another change is that it a fine can be imposed on adults who pass alcohol on to minors (Art. 45a Alcohol Act).

The Dutch Food and Consumer Product Safety Authority (NVWA) will supervise and enforce violations as of July 1st. So it's now time to pay attention. A written warning may follow, or one risks an administrative fine of a few thousand euros. In the worst case, the NVWA can also impose a burden under penalty to stop the action. The new Alcohol Act is tightening the reins.

Rosan Slits, student intern