In Finland, alcohol marketing is regulated by law to help reduce alcohol-related harm. If you're offering alcohol-related benefits to loyal customers or planning promotions, it's important to know what is and isn't allowed.
Who monitors alcohol advertising?
Regional State Administrative Agencies (AVI) supervise alcohol advertising in their areas. The National Supervisory Authority for Welfare and Health (Valvira) monitors nationwide or multi-region campaigns.
Valvira has published detailed guidelines on alcohol marketing. We recommend reviewing the guidelines before planning any promotions:
Strong alcohol (over 22%) marketing is prohibited
You are not allowed to advertise strong alcoholic beverages:
On social media
On websites
In public spaces
Exception: You may display them inside your bar or restaurant or in printed price lists.
Mild alcohol (up to 22%) marketing is restricted
You may advertise drinks like beer or wine under strict conditions. Key restrictions include:
Ads must not target minors
Content must follow good practice standards
Advertising is not allowed in public places
TV and radio ads are prohibited between 7 AM and 10 PM
You are not allowed to:
Offer free alcoholic beverages as a customer reward
Promote alcohol + food combinations outside the restaurant
What is allowed?
Offering discounted mild alcoholic drinks to loyalty customers (not for free)
Offering free non-alcoholic benefits (e.g. coffee, mocktail, dessert)
Promoting benefits inside the venue or in the Cluby app
Frequently asked questions
Can I advertise strong alcohol through Cluby?
No. Cluby and similar apps/websites may not display marketing for strong alcoholic beverages.
Can I offer a free beer to a loyalty customer on their birthday?
No. Free alcohol offered as a promotional benefit is not allowed under Finnish law.
Learn more
Please note that according to our Terms and Conditions, merchants are fully responsible for the marketing of their products and services, including compliance with all applicable laws and regulations. This includes, but is not limited to, alcohol marketing regulations, age restrictions, and local advertising laws.
Need help?
Get in touch via the Cluby support center support@cluby.com or live chat.