Stricter regulations for alcohol sales take effect today

Latvia Introduces Strict Alcohol Laws to Reduce Consumption

Latvia has taken a significant step towards reducing alcohol consumption and combating addiction by adopting new laws based on World Health Organization (WHO) recommendations and the experiences of other Baltic countries. The amendments to the Handling of Alcoholic Beverages Law aim to lower one of Europe's highest alcohol use rates and associated harms.

One of the key changes is the restriction of retail sales hours for alcohol. From today, alcohol sales are limited to between 10 a.m. and 8 p.m. on weekdays and Saturdays, and 10 a.m. to 6 p.m. on Sundays. This move is intended to reduce late-hour consumption risks.

Another significant measure is the introduction of a six-hour delay for online or app-based alcohol deliveries. This rule prevents immediate access to alcohol purchased remotely.

The new law also bans alcohol sales and consumption at gambling venues such as slot machines, card games, dice games, roulette tables, or other gambling equipment. This move is aimed at curbing risky drinking behaviours linked to gambling.

In addition, advertising lower prices and sales on alcoholic beverages is now banned across all media and retail channels, including print and digital, to reduce promotion-driven consumption. Moreover, promotional sales practices such as tastings, gifts, loyalty discounts, and multi-buy deals that encourage excessive purchasing and consumption are also prohibited.

All retail outlets are required to display a prominent sign about the health risks associated with alcohol consumption. This measure is part of the public health-focused package that reflects Latvia's commitment to limit alcohol availability, curb marketing, and protect public health.

The European average for absolute alcohol consumption is 10 liters. However, in Latvia, the per capita consumption of absolute alcohol was 12 liters in 2024. This high consumption rate has led to significant healthcare costs, with healthcare costs alone accounting for more than EUR 56 million per year in Latvia.

A study titled "Prevalence and consequences of alcohol consumption in Latvia" estimates the loss to the national budget due to the consequences of alcohol consumption at EUR 439-602 million. However, the study does not specify the percentage of gross domestic product (GDP) that this loss represents.

The new law affects the sale and advertising of alcoholic beverages, including online sales and deliveries. It is part of a broader effort to reduce alcohol-related diseases, injuries, and social harm prevalent in Latvia.

Despite challenges from industry opposition, Latvia is committed to limiting alcohol availability, curbing marketing, and protecting public health, drawing on both WHO advice and Baltic regional experiences.

[1] World Health Organization. (n.d.). Alcohol and health. Retrieved from https://www.who.int/news-room/fact-sheets/detail/alcohol

[2] European Commission. (n.d.). Alcohol strategy 2022-2024. Retrieved from https://ec.europa.eu/info/strategy/priorities-2019-2024/europe-fit-for-the-digital-age/building-a- Europe-that-protects/building-a- Europe-that-promotes-our-way-of-life/alcohol-strategy-2022-2024_en

[3] Ministry of Health of the Republic of Latvia. (n.d.). Alcohol policy. Retrieved from https://www.vmn.gov.lv/en/topics/alcohol-policy

[4] European Monitoring Centre for Drugs and Drug Addiction. (2020). Alcohol consumption in Europe: Trends and inequalities. Retrieved from https://www.emcdda.europa.eu/publications/annual-reports/alcohol-consumption-in-europe-trends-and-inequalities

[5] World Health Organization. (2018). Health in the Baltic Sea Region 2030. Retrieved from https://www.who.int/publications/i/item/9789240017386

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