Latvia: New law curbs sale of alcohol and advertising of prices and promotions

Latvia, which has some of the heaviest drinkers in the EU, has introduced new laws curbing the sale of alcohol and the advertising of prices and promotions, TVP World reported on July 31.

From August 1, alcohol will only be available for sale from 10 a.m. to 8 p.m. Monday to Saturday and from 10 a.m. to 6 p.m. on Sundays.

In addition to reduced retail hours, new laws have targeted online purchases to combat impulse buying. Alcohol bought on the internet can only be delivered at least six hours after its purchase.

There will also be a ban on advertising alcohol prices and discounts in the media, including online and in emails, as well as at physical points of sale, state broadcaster LSM reported.

In addition, the sale of alcoholic beverages for consumption in gambling venues will also be prohibited, as will sales promotions offering multiple units of alcohol at once for a lower price, and discounts as part of customer loyalty programs.

Licensed retailers will also have to display a prominent sign that informs customers of alcohol-related health risks.

The new rules are in response to high alcohol consumption in Latvia. According to a parliamentary press release issued in January, Latvia has the highest per capita alcohol consumption within both the EU and the Organization for Economic Co-operation and Development (OECD).

In 2021, direct healthcare costs due to alcohol-related issues amounted to €56.6 million, according to Movendi International, a global alcohol prevention organization. Additionally, alcohol-related harm is estimated to cost Latvia 1.3–1.8% of its GDP annually, the FreePolicyBriefs.org website reports.

01 August, 2025