In an effort to curb youth alcohol consumption, the Danish government has reached an agreement with the retail industry and alcohol producers to limit the visibility of alcoholic beverages in grocery stores. According to a press release from the Ministry of the Interior and Health, the new guidelines aim to create an environment where children and young people are less exposed to alcohol marketing in everyday shopping situations.

The core of the agreement mandates that alcoholic beverages must be relocated away from areas frequented by children. This includes separation from candy and sweets aisles, children’s and toy sections, fruit and vegetable departments, and checkout areas.

Exceptions to the rule include alcohol available only through service counters, which may remain at checkout areas, and permanently placed refrigerators.

Acknowledging the diverse nature of retail environments, the guidelines are designed to be adaptable for smaller stores where complete separation may pose logistical challenges.

The implementation of these new guidelines is set to begin on October 1, 2025, with a six-month phasing-in period to allow retailers to adjust their store layouts accordingly.

The agreement is part of a broader prevention plan initiated by the government in 2023, with support from several political parties.