-Automatic translation

The review aimed to examine how age verification is conducted when purchasing alcohol from online shops and to compare the findings with those of other European countries. No Icelandic data have been available on age verification for online alcohol sales, i.e., alcohol not purchased from ÁTVR. However, there is a long tradition of mystery shopping at ÁTVR, and a recent check found that identification was requested in about 90% of cases when alcohol was purchased in their stores.

For the review, the company Better Business, which specialises in mystery shopping and is a member of the international organisation MSPA (Mystery Shopping Providers Association), was engaged. The company operates in accordance with the association's quality standards.

Participation in JA PreventNCD

The Directorate of Health is participating in the European joint action project JA PreventNCD, whose main objective is to implement effective measures to prevent non-communicable diseases, such as cancer, diabetes, and cardiovascular diseases. The main risk factors for non-communicable diseases are an unhealthy diet, smoking, alcohol use, physical inactivity, and mental health problems. The project supports member states in implementing effective measures and policies that address both individual and societal risk factors. It examines, among other things, the regulatory framework, the environment, and the implementation of alcohol and tobacco policies in participating countries. This includes work packages focused on reviewing age verification at companies that sell harmful substances.

Alcohol legislation and the role of the state

The Alcohol Act No. 75/1998 clearly stipulates that the state is responsible for the retail sale of alcohol. This arrangement is an important public health and prevention measure, as it limits access to alcohol and reduces market-driven sales.

The World Health Organization (WHO) strongly emphasises that governments should strengthen regulations governing access to alcohol, including by limiting the number of sales outlets, sales hours, and access for young people and vulnerable groups. This is considered one of the most cost-effective and impactful ways to reduce harmful alcohol consumption.

Research shows that increased access to alcohol, for example, through more sales outlets or longer sales hours, is generally associated with higher consumption and greater alcohol-related harm. Restrictions on access can reduce both overall consumption and the negative consequences of alcohol use. Further information in Alcohol: No Ordinary Commodity - summary of the third edition.

It is therefore important to safeguard the state's role in the retail sale of alcohol as part of a comprehensive and evidence-based alcohol policy. If access control, price control, and age verification are weakened, the effectiveness of the country's most impactful prevention measures will be reduced. This will lead to young people under the legal age having increased access to alcohol, with corresponding negative effects on the development, health, and well-being of those who consume it.

Further information
Kjartan Hreinn Njálsson, Assistant to the Medical Director of Health
kjartan.h.njalsson@landlaeknir.is