Regulation brings changes to advertising

Advertising regulation continues to evolve with society, technology and consumer behaviour. The most significant recent changes concern online advertising of strong alcoholic beverages, and the targeting and transparency of political advertising.

Although the topics are very different, from Alma Media’s perspective they are linked by the same basic principle: advertising must be transparent, responsible and compliant with legislation. At the same time, the publisher’s responsibility is further emphasized.

Advertising of strong alcoholic beverages permitted online

Finnish alcohol legislation has been reformed gradually in recent years. From Alma Media’s perspective, the most significant change entered into force in June 2026, when digital advertising of strong alcoholic beverages was permitted for the first time in Finland.

The change expanded advertisers’ opportunities in online environments, but it did not remove regulation. Advertising of strong alcoholic beverages is still subject to precise requirements on content and targeting. Advertising must not encourage increased alcohol consumption, nor may it be targeted at minors. In addition, restrictions still apply to the marketing of home delivery and online sales.

Advertising of strong alcoholic beverages remains prohibited in printed publications, television and radio. In practice, the change therefore specifically applies to digital channels.

For Alma Media, the change opens up new opportunities to serve advertisers in digital environments. At the same time, it underlines the need to ensure that campaigns are carried out in accordance with current legislation. From the publisher’s perspective, this is about balancing commercial opportunities, responsibility and regulation.

“The advertising operating environment has long been shaped in particular by developments in regulation concerning the use of data and personal data. Now, the aim of the new rules is to increase transparency and ensure that advertising reaches the right target groups in a responsible way. The new rules also create opportunities, but they require advertisers to become even more familiar with the applicable requirements. Our role is to help customers operate in a changing regulatory environment so that campaigns can be carried out responsibly, effectively and in compliance with legal requirements,” says Johanna Vartiainen, Development Director at Alma Media Solutions.

Greater transparency in political advertising

Another significant change concerns EU regulation on political advertising, which aims to increase transparency and help audiences recognise political influence online.

Political advertising includes, for example, paid advertisements by parties, candidates and other political actors. The regulation may also apply to advertising by other actors if its purpose is to influence elections, voting behaviour or political decision-making. The regulation does not apply to journalistic content. News, editorials, columns and other editorial content will continue to remain separate from political advertising.

In future, political advertisements will be clearly labelled as political advertisements. The sponsor will be identified in connection with the advertisement, and the transparency information required by the regulation will be provided.

New restrictions and requirements will also apply to the targeting of political advertising, which will affect the targeting solutions available.

“It is our responsibility to ensure that political advertisements published in our services meet the transparency and labelling requirements set for them. This is why new processes, technical solutions and customer guidelines related to political advertising have already been under preparation for almost a year,” Vartiainen explains.

The changes are also visible in customers’ everyday work

“Regulation concerning both alcohol and political advertising increases customers’ responsibility for their own marketing,” Vartiainen says.

A company marketing strong alcoholic beverages must be thoroughly familiar with the restrictions governing advertising content and targeting. Actors running political advertising, in turn, must identify when advertising is classified as political and be able to provide the transparency information required by the regulation.

Trust is built through consistency

The operating environment is constantly changing, and regulation is evolving in response to new phenomena. For Alma, responsibility is not only about complying with individual rules, but also about the ability to act consistently and transparently amid change. It also means the continuous development of ways of working, expertise and practices.

“Our operations are always based on the same principles: openness, ethical business conduct and the equal treatment of different actors,” says Minna Kemppainen, Brand & Sustainability Manager at Alma Media and continues:

“As a company operating in digital business, trust is one of our most important assets. It is built on customers, users and other stakeholders being able to rely on our operations being transparent, responsible and consistent, regardless of changes in the market or regulation.”

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