Alcohol Marketing Monitor 2025: limited direct targeting, but young people remain exposed

In the Alcohol Marketing Monitor 2025, Panteia mapped the extent to which young people under 18 in the Netherlands are exposed to alcohol advertising. Both media channels and the physical environment were examined, including supermarkets, recreational facilities, and sporting events.

The monitor shows that alcohol advertising, as in previous years, is rarely explicitly aimed at young people. Nevertheless, exposure is difficult to prevent in practice. Young people encounter alcohol marketing through various channels and environments, often as part of communication aimed at a broader audience.

Decline in media, mixed picture by channel
The number of advertisements on television and websites was already limited and decreased further in 2025. For example, the number of alcohol ads on youth websites dropped significantly, and fewer advertisements were also recorded on television. The picture on social media is mixed: alcohol advertising decreased on YouTube, while on Instagram both the number of ads and the share of paid partnerships increased, and alcohol content on TikTok remains virtually nonexistent. A point of concern is the promotion of alcohol brands in which influencers themselves are (co-)owners.

Physical environment remains an important factor
In the physical environment, young people continue to be exposed to alcohol advertising. In supermarkets, alcohol is consistently highlighted through prominent placements and promotional materials. Alcohol marketing is also regularly present at recreational facilities and sporting events, often linked to hospitality and points of sale. Outdoor advertising remains a substantial channel, with dozens of brands jointly investing millions of euros.

Regulations largely effective, but points of attention remain
Based on the findings, Panteia concludes that the current regulations on alcohol advertising are largely effective. The number of potential violations of laws and regulations is limited.

At the same time, the monitor identifies several points of attention:

• Alcohol promotion at recreational locations frequented by young people, often via point-of-sale.
• Influencers promoting their own alcohol brands without clearly disclosing their commercial interest.
• The current standard (a maximum of 25% minors in the audience) does not always align with the actual number of young people reached.
• Sponsorship on television during daytime hours (6:00–21:00) still results in visibility among minors.
• Restrictions on alcohol advertising on television and radio do not apply to other channels, such as online and outdoor advertising.

Recommendations for further tightening
Based on these insights, Panteia makes recommendations to further improve the regulations. For example, consideration could be given to including absolute numbers of minor viewers alongside percentages, imposing stricter requirements on influencer marketing, and extending advertising restrictions to online and outdoor channels.

The full report can be downloaded here.