Getting alcohol is easy for young people, and many receive their first drinks from adults. Buying alcohol for a minor sends the message that alcohol should be part of a young person’s life. Alko is running a campaign about the risks of supplying alcohol and encourages adults to refuse to buy it for underage youth. At Alko stores, IDs are checked every three seconds.

“Adults are important role models for young people. A responsible adult dares to say no and explains why they will not provide alcohol,” says Responsibility Manager Laura Kvissberg.

According to young people themselves, alcohol is easy to get. A study commissioned by EHYT* shows that about one in six underage respondents had received alcohol from a sibling, guardian, or other relative. Alcohol is also obtained from friends, strangers, and through social media.

“Parents who supply alcohol to minors often justify it by saying it is safer for young people to drink alcohol from home, where the amount can be controlled. We all know that in reality, things do not always go that way. It is also important to remember that buying alcohol for a minor is a crime.”

Youth binge drinking is on the rise
According to research by the Finnish Institute for Health and Welfare (THL), fewer young people drink alcohol overall, but the decline in binge drinking has stopped and has even slightly increased.** EHYT’s study also shows that one in three young people drink alcohol because of peer pressure – because others do. Alcohol is also used to relax and relieve stress.

“Stress and pressure are part of many young people’s lives. When life feels overwhelming, alcohol may appear to be an easy way to relax. It is important to provide young people with alternatives and support, so they do not turn to substances for help,” Kvissberg says.

The harms of alcohol are the same for young people as for adults. However, the developing brain is particularly vulnerable to alcohol. Inexperience with drinking and not knowing one’s limits can also lead to serious consequences. It is important to talk with young people about the issue, reflect on why they might want to drink, and discuss how to say no when alcohol is offered.

IDs checked every three seconds at Alko
At Alko stores, a young customer’s age is checked about every three seconds during opening hours. ID is required from anyone who appears under 30. Last year, customer age was checked 4.2 million times, and 230,000 checks were carried out to prevent suspected alcohol supply. Every new Alko salesperson completes sales control training before their first shift at the checkout.

“We can proudly say that Alko is the best in Finland at age-limit control. We test our success with mystery shopping, where young-looking adult customers visit our stores. The accuracy rate for ID checks is 98 percent,” says Kvissberg.

“Estimating a customer’s age is not always easy, since the judgment has to be made in a few seconds at the checkout. That is why at Alko we prefer to ask for ID more often rather than less often,” says Service Manager Anne Martikkala.

“Age checks usually go smoothly, since people no longer take offense when asked. Young customers often show their ID without even being asked. We always make sure to thank the customer for that.”

Sometimes age estimates are wrong. According to Martikkala, the oldest customers she has asked for ID have been over 40.

“These situations are handled with humor, and often the customer is even pleased to be asked for ID.”

Controlling the supply of alcohol, to prevent it from being passed on to minors or intoxicated people, can be challenging.

“Suspicion may arise, for example, when a customer buys a large amount of different drinks or items that were just refused in another transaction. Then I ask whether the purchases are really for their own use.”

The “Mutku” campaign, which highlights sales control and the risks of supplying alcohol, will be visible in Alko’s communication channels throughout August. The campaign is also carried out in cooperation with influencers (Aamukahvilla, Julia Thurén, Christoffer Strandberg, Kaksi äitiä and Kim Herold).

Find more from Alko (Finland, August 2025)