As Europe continues to grapple with the health and societal impacts of alcohol misuse, policymakers are revisiting the outcomes of the 2017 Estonian EU Presidency meeting on cross-border aspects of alcohol policy. Nearly eight years after the event, experts are reflecting on the progress made and the steps still needed to tackle the harmful use of alcohol across member states.
The 2017 meeting, held under Estonia’s presidency of the Council of the European Union, was a milestone in recognizing the challenges posed by inconsistent alcohol policies across borders. The meeting brought together EU policymakers, public health experts, and international organizations to address pressing issues such as price disparities, cross-border trade, and the role of harmonized measures in curbing excessive alcohol consumption.
The 2017 Discussions: A Look Back
The discussions highlighted several key areas of concern, including:
Price Disparities and Taxation: Differences in alcohol taxation between EU member states created incentives for cross-border trade, with consumers purchasing cheaper alcohol in neighboring countries. This undermined public health efforts in states with higher taxes.
Cross-Border Advertising: The increasing influence of cross-border digital marketing was identified as a major challenge, especially in targeting vulnerable populations, such as young people.
Public Health Impacts: Policymakers agreed on the need to quantify the social and economic costs of alcohol misuse and to adopt coordinated strategies to mitigate these impacts.
The meeting also emphasized the importance of collaboration among member states, as well as the role of the European Commission in providing a framework for harmonized action.
Progress Since 2017
In the years following the meeting, there have been notable achievements:
- Harmonized Taxation Policies: While full harmonization remains elusive, several EU states have aligned their taxation rates to reduce cross-border alcohol shopping, particularly in the Nordic and Baltic regions.
- Stricter Advertising Regulations: The EU introduced updated directives on alcohol marketing, limiting digital and cross-border advertising targeted at minors. These regulations have been instrumental in curbing the appeal of alcohol to younger audiences.
- Collaborative Public Health Initiatives: Pan-European campaigns, such as “Drink Responsibly” and “Safe Night Out,” have raised awareness of the dangers of excessive drinking. These campaigns have been supported by both governments and the private sector.
- Data Sharing: The establishment of a unified EU database has allowed member states to share information on alcohol-related harms, enabling better analysis and policy development.
Despite these successes, challenges persist. Cross-border alcohol sales, especially through online platforms, remain difficult to regulate. Furthermore, enforcement of advertising restrictions has been inconsistent across member states.
Emerging Challenges in 2025
The landscape of alcohol policy has evolved significantly since 2017. The rise of e-commerce has created a new avenue for cross-border alcohol sales, bypassing traditional regulations. This has made it easier for consumers to access cheaper alcohol from countries with lower taxes and has complicated efforts to monitor and control consumption.
Additionally, the COVID-19 pandemic has exacerbated alcohol misuse in many countries, with reports of increased drinking as a coping mechanism during lockdowns. This trend has renewed the urgency for effective public health interventions.
Looking to the Future
As the EU prepares to launch a comprehensive review of cross-border alcohol policies in 2025, key priorities are emerging:
Online Sales Regulation – New policies will focus on regulating online alcohol sales, including stricter age verification systems and limits on cross-border shipments.
Enhanced Enforcement Mechanisms – Member states will be encouraged to collaborate on enforcing existing regulations, particularly regarding advertising and taxation.
Public Health Investments – The review will advocate for increased funding for public health campaigns and addiction treatment programs.
Focus on Equity – Ensuring that vulnerable populations, such as low-income groups and young people, are protected from the harmful effects of alcohol will remain a central goal.
Estonia’s role in initiating these discussions during its EU presidency in 2017 has been widely praised. The country’s commitment to addressing cross-border challenges has inspired continued efforts to create a healthier and more equitable Europe.
