Systembolaget, Sweden’s state-owned alcohol retail monopoly, has introduced a new campaign titled Ibland är ett nej det finaste du kan ge (“Sometimes a no is the finest gift you can give”). The initiative emphasizes the importance of refusing to buy alcohol for teenagers, a practice that research shows is a major source of alcohol for underage drinkers. The campaign highlights that saying no, even if challenging, can be one of the most caring actions to take.

Teenagers often acquire alcohol through someone they know, with siblings, older friends, and even parents being common sources. Systembolaget points out that many people rationalize buying small amounts of alcohol, believing it will prevent teens from seeking it elsewhere. However, research suggests the opposite: half of all teenagers refrain from seeking alcohol if someone close to them says no. Furthermore, teens who receive alcohol from home tend to consume more than their peers.

The campaign provides practical advice for those who find it hard to refuse. Systembolaget suggests four strategies to help people say no: expressing genuine concern for the teen’s safety, reminding them that supplying alcohol to minors is illegal, sharing personal experiences with alcohol-related regrets, and emphasizing the health risks of early drinking. The campaign stresses that delaying alcohol consumption reduces the likelihood of future health problems and alcohol dependency, as young brains are particularly vulnerable to alcohol’s effects.

Systembolaget also seeks to debunk the misconception that buying alcohol for a teen is somehow different from illegal bootlegging. Regardless of the intent or relationship, transferring alcohol to anyone under 20 is considered bootlegging under Swedish law. The campaign serves as a reminder that even well-meaning gestures can have serious legal and health consequences, underscoring the importance of prioritizing young people’s well-being.

Find more from Systembolaget (Sweden, January 2025)