Danish health authorities launched a new campaign this week targeting parents of teenagers. The initiative uses humor and relatable family situations to encourage reflection about alcohol culture at home. Parents with children aged 12 to 18 receive the message 'what alcohol culture are you passing on?' The campaign aims to make adults more aware of the signals they send about drinking.
Maja Bæksgaard Jørgensen, a section head at the Danish Health Authority, explained that parental attitudes significantly influence youth drinking patterns. 'Parents play a crucial role in when young people start drinking and how much they consume,' she said in a statement. 'Adult habits help shape youth habits. Fortunately, we see positive development where young people drink less than before.'
The authority provides specific guidance for Danish families. Officials recommend parents decide when their child can start drinking and set clear limits on alcohol consumption. Health authorities specifically advise against serving alcohol to teenagers at home. Research shows children who learn to drink at home tend to consume more alcohol than their peers.
Recent research supports concerns about peer pressure. A 2023 study by the Danish Cancer Society and TrygFonden found 59% of surveyed 15- to 25-year-olds felt pressured to drink by friends. The health authority suggests parents discuss alcohol pressure with their children and practice ways to say no.
'Culture isn't set in stone,' Jørgensen noted. 'I think we owe our children a party culture where it's easier to say no. With this campaign we want to start a conversation about what culture we're consciously or unconsciously promoting.'
European data reveals Denmark's particular challenge. According to the 2024 European School Survey Project on Alcohol and Other Drugs, 90% of Danish ninth-graders have tried alcohol. The European average stands at 73%, highlighting Denmark's distinctive relationship with underage drinking.
Danish alcohol regulations create a complex landscape for families. Beverages containing 1.2% alcohol or more cannot be sold to people under 16. Recent legal changes further complicated matters. This April, the alcohol limit for 16- and 17-year-olds dropped from maximum 16.5% alcohol to just 6%. No restrictions apply to those 18 and older.
The campaign includes a promotional film and fictional text message exchanges between parents and children. Danish internet personality Anders Hemmingsen participates in the outreach effort.
This initiative reflects broader Nordic concerns about youth alcohol consumption. While Denmark maintains relatively liberal alcohol policies compared to neighboring Sweden and Norway, health officials increasingly emphasize prevention through family education. The campaign represents a shift toward addressing cultural norms rather than just enforcing legal restrictions.
Parents face practical challenges implementing these recommendations. Many Danish families traditionally introduce alcohol at home during teenage years, believing it teaches responsible drinking. The new guidance questions this approach, creating tension between cultural traditions and public health advice.