Key Update on Alcohol Advertising in the Netherlands

Published

Feb 26 2025

Reading Time

1 minute

Written By

I am an associate in our Commercial and Regulatory & Administrative practices in The Hague. Having focused on the intersection of technology and law since university, I advise a wide array of clients in the technology and communications sectors. I regularly assist clients with both regulatory matters, as well as questions regarding contracting.

Roelien van Neck

Partner
Netherlands

As a partner and head of our Commercial group in the Netherlands based in The Hague, I have significant expertise in technology law and digital business. I am also a member of our Tech & Comms Group.

Practices

International Business-to-Consumer

Sectors

Regions

Western Europe

Countries

Netherlands

There has been a minor update to the guidelines in Article 32 of the Dutch Advertising Code for Alcoholic Beverages (RVA), specifically regarding the display of the 'NIX18' logo. All alcohol advertisements in the Netherlands must display the 'NIX18' logo, ensuring that the logo is clearly visible. The updated guidelines in Article 32 specify that the logo should be isolated from the body of the text and placed horizontally to draw attention. The size guidelines for the logo have been adjusted to improve practical application: for TV commercials, cinema ads, internet ads, and print ads larger than A4, the minimum size requirement is now 0.75% of the total image area, reduced from 1.25%. This change maintains visibility while enhancing usability. Additionally, a reference error in Article 32, paragraph 2, has been corrected. An online calculation tool is offered (in Dutch) to help advertisers determine the correct size for the NIX18 logo: NIX18 Calculator.

By way of reminder, there is also an Advertising Code for non-alcoholic variants of Alcoholic beverages. This Code applies to all advertising of alcohol-free variants of alcoholic beverages aimed at the Dutch public.