The liability of legal entities for the online advertising of strong alcoholic beverages

Abstract

The article presents an in-depth analysis of subjective liability for advertising high-alcohol beverages online, with particular emphasis on social media platforms. The author invokes provisions of the Act on Upbringing in Sobriety and Counteracting Alcoholism and the Act on Combating Unfair Competition, conceptually framing “advertising,” “promotion,” and “publicity” within a digital context. The study asserts that public dissemination of promotional content may give rise to administrative, criminal, and civil liability for producers, marketing agencies, and influencers. It further discusses enforcement measures by regulatory bodies and recent judicial rulings. Special attention is devoted to delineating the scope of lawful marketing practices regarding strong alcohol advertising on the Internet.