“Vinmonopolet wants to reach young people under 25 in its new campaign. “We want to create awareness of the responsibility young people have when they buy alcohol for minors,” says CEO of Vinmonopolet, Elisabeth Hunter.

“For minors, the consequences of alcohol consumption can be very damaging, both in the short and long term. Therefore, we want to draw the attention of those who buy alcohol to minors and make them feel the responsibility they have,” says Elisabeth Hunter.

The campaign is aimed directly at young people under the age of 25, and it consists of films targeting groups where they are – in social media – and the website vennelanging.no. Here, young people can get good tips on how they can say no to buying alcohol for minors and thus make it easier to say no.

Vinmonopolet’s surveys show that it is primarily young people under the age of 25 who buy alcohol for minors. 1 in 3 in the group 18 to 25 have bought alcohol for minors, and 30 per cent of these find it difficult to say no when asked.”

Find more from Vinmonopolet (Norway, March 2021)