All particulars shall:
a) appear on the external prepackaging or on a label attached thereto, unless the packaging is transparent (Art. 23/23 WEL).
b) be easy to understand (except for the lot identification), clearly visible and undelible (Art. 23 WEL).
Compulsary indications in the same field of vision: (that is to say either on the front or on the backlabel)
- The name under which the product is sold,
- The net-quantity,
- The alcohol content,
- The date of minimum durability (for this there may be a reference to another place (Art 24(3) WEL).
Not allowed are:
- Any indications which are inaccurate, incomplete in pictures or text, give false impressions or are misleading with regard to the nature, identity, characteristics, quality, durability, composition, quantity, the true origin or provenance, the appropriate use or availability (Art. 29 WEL).
NB:
Souvenirs
The WEL does not apply to fancy packagings and souvenir articles.
Miniatures
In the case the largest surface of packagings or containers has an area of less than 10 cm2, only the name of the product, the net quantity and the date of durability need be given.
Distilled Spirit
Spirit drinks like vieux, bessenjenever, beerenburg, brandewijn, inmaakbrandewijn or vruchtenbrandewijn should be described as "spirit" or "spirit drink" in the same field of vision. In case of a minimum sugar content of 100 gramms or more per litre spirit drinks should be indicated with the word "liqueur".
Language
For the EU applies that the compulsary indications should be on the label in the language of the country of origin. E.g. it is generally excepted that ‘likeur’ indicated by ‘liqueur’ in English is understandable for consumers and therefore does not have to be translated on the label.
Code for Alcoholic Beverages (STIVA/STIZA)
Since 1978 the industry has made its own self-regulatory rules for advertising and marketing of alcoholic beverages. In 1990 these rules were renewed and since then the Code for alcoholic beverages is in effect. Although this Code is self-regulatory, sanctions are aplied to violation of the Code such as no longer placing an advertisement, a fine of ƒ 50.000,= maximum. The rules can be enforced because the media also recognize this Code through the Stichting Reclamecode (Foundation on Advertising Codes).
The rules of the Code are also applicable to labelling. These are the most important regulations:
- The suggestion of immoderate alcohol use should be
- The uninhibiting effect of alcohol must not be mentioned
- It should not be suggested that alcohol contributes to social or sexual success
- No association must be made between alcohol and health
- Advertising messages (including labels) may not be specially aimed at minors
- There must be no connection between drinking alcohol and driving
- There must be no connection between drinking alcohol and the performance of a sport requiring physical exertion.
Of course the official text of the Code is the starting-point, the above-mentioned is a selection from the most important rules that could apply to labelling. If in doubt about the rules, please ask your contactperson. For spirits this is the director of the PGD.
