A nightclub in Skovlunde has received a 17,500 kroner fine for targeting alcohol advertisements at children and young people. The Consumer Ombudsman announced the penalty in a press release. The illegal marketing occurred on the company's website festlokalerne.dk.
The nightclub promoted its venue rental services for boarding school parties. It specifically advertised a 'free bar concept' for these events. The website stated staff would ensure students could get water instead of beer if needed.
Danish authorities determined 'free bar' clearly referred to alcohol consumption. Using the word 'beer' constituted direct alcohol promotion. This violated Denmark's strict marketing laws prohibiting alcohol advertising targeting under-18s.
The case began when the Alcohol Advertising Council filed a complaint. Consumer Ombudsman Torben Jensen emphasized children's vulnerability in the statement. He noted alcohol ads targeting minors remain strictly forbidden.
This marks the first administrative fine issued since the Consumer Ombudsman gained this enforcement power. Administrative settlements allow cases to resolve without court proceedings when companies admit guilt and pay fines.
Efterskole students typically range from 14-18 years old in Denmark's unique boarding school system. These schools combine academics with personal development, making alcohol marketing particularly concerning for this age group.
The fine seems modest for targeting underage students with alcohol promotions. This case tests new consumer protection tools that could shape future enforcement approaches.