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Majority of Icelanders Oppose Alcohol and Tobacco Ads

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Majority of Icelanders Oppose Alcohol and Tobacco Ads

Photo: Jeremy Ricketts

The majority of Icelanders are opposed to allowing alcohol and tobacco ads, Vísir reports. A study conducted by MMR (Market and Media Research) shows that just over 60% of respondents reported being opposed to such marketing and 42% reported being “very opposed.” Only 18% of respondents were in favor of the ban on alcohol and tobacco ads being lifted.

The Ministry of Education and Culture recently announced that it is considering lifting the current ban on advertising alcohol and tobacco products. A majority of the committee on independent media proposed the change. The committee stated that the advertisements could present a large source of income for independent media in Iceland.

Support for alcohol advertising was shown to be higher among younger respondents. Of those in the youngest age bracket (18 to 29 years old) 26% said they were inclined to allow the ads, versus only 10% of those in the oldest age bracket (68 years and older). 59% of the youngest respondents were opposed to the ads, as were 79% of the oldest respondents.

Opposition to the ads was shown to be lower among men (52%) than women (69%). Little difference was distinguished between respondents in different income brackets, although opposition to the ads increased in proportion to the respondents’ level of education. Supporters of the Reform and Bright Future political parties were shown to have the highest levels of support for lifting the advertising ban.

928 individuals aged 18 and over were surveyed for the study. The full results (in Icelandic) can be seen here.

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