An investigation that coincided with the last phase of the Eurocup soccer championship concludes that the companies were violating the advertising code.
The General Directorate of Consumer Affairs (DGC) of Portugal announced on Wednesday his intention to fine three companies for using the national flag to sell alcohol. The companies in question, which They violated the advertising codethey can face fines between 2,493.98 and 24,939.89 euros.
During an investigation carried out between July 8 and 15, a period that coincided with the last round of the European Football Championship, the DGC analyzed 232 ads alcohol. These ads were published on 53 websites and social 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. As in many European countries, Portugal has specific rules on the promotion of alcohol. This forbiddenthat advertisers associate alcoholic beverages with national symbols like the Portuguese flag.
Gaps in the legislation
another rule prohibits the promotion of alcohol on radio and television between 7:00 a.m. and 10:30 p.m.and 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 hours in which alcoholic beverage advertising is broadcast in 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. The recent research They are not 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.
