On Friday, the 1st of August, amendments to the Law on Circulation of Alcoholic Beverages will come into force, providing for significant changes aimed at reducing alcohol consumption in Latvia and its consequences. One of the changes is the shortening of the hours of sale of alcoholic beverages.
The amendments are part of the Ministry of Health’s policy to reduce alcohol consumption, which is based on the World Health Organization (WHO) guidelines and internationally recognized evidence in the field of public health.
Alcohol consumption in Latvia is one of the highest in Europe. In 2023, the registered consumption of absolute alcohol per capita was 11.7 liters, but including tourists, it was already 12.5 liters. In 2024, including tourism consumption, this indicator in Latvia was 12 liters (the average absolute alcohol consumption in Europe is 10 liters). The high level not only affects health, but also creates a significant burden on the budget, the Ministry of Health informs.
“In Latvia, alcohol consumption rates are still alarmingly high – we have long been among the top countries in the European Union and OECD in terms of per capita consumption. These figures are not just dry statistics – they reflect very real consequences such as premature mortality, chronic diseases, tragedies in families and an increasing burden on the healthcare system and other areas. Shortening trading hours, restrictions on advertising and marketing – these activities are based on international evidence and have already proven their effectiveness in other countries. In order to reduce the health risks and consequences caused by alcohol even more purposefully, we also advocate raising the age threshold for purchasing alcohol and reviewing tax policy instruments. At the same time, it is important to understand that changes in society do not happen immediately.
The results will only be visible in the long term, and we will conduct an in-depth impact assessment
after three years. However, along with national solutions, each person’s responsibility for their own health and the safety of their fellow human beings is also of crucial importance,” emphasizes the Deputy Head of the Mental Health, Addiction Prevention and Integrated Services Department of the Ministry of Health Sanita Lazdina.
The aim of the policy implemented by the Ministry of Health is to reduce the harm caused by alcoholic beverages to public health by implementing measures to: prevent the spread of alcoholic beverage use among the population and improve access to healthcare; prevent the number of risky alcohol users from increasing (in 2020 – 39.8%, in 2025 – 39%); risky alcohol use: >60 g of alcohol at one time in the last month or year; reduce mortality and morbidity caused by alcohol, such as liver cirrhosis, traffic accidents, drowning, injuries, suicides, violence.
The Ministry of Health developed and the Saeima adopted amendments to the Alcoholic Beverages Circulation Law in January 2025, as well as the Electronic Mass Media Law earlier. The restrictions, which come into force on the 1st of August, apply to the availability, advertising and marketing of alcoholic beverages.
The most significant changes are reduced trading hours in stores:
from Monday to Saturday, alcohol will be available for purchase in retail stores (including on websites and mobile apps) from 10:00 to 20:00, and on Sundays – from 10:00 to 18:00, which is two hours less than currently. Delivery times for online purchases have also been set: alcoholic beverages purchased on websites or mobile apps will be delivered no sooner than six hours after placing the order, in order to limit spontaneous purchases. Discount and promotion advertisements are also prohibited: it is prohibited to advertise lower prices and sales for alcoholic beverages in the press, electronic media, cinemas, and stores, as well as sales promotion measures are prohibited: for example, “2 for 1” or “more for less” offers, as well as loyalty programs that encourage the purchase of alcoholic beverages. The use of alcoholic beverages in gambling halls at slot machines and tables is also prohibited: it will no longer be allowed to sell, use or offer alcoholic beverages at slot machines or tables.
From now on, all retail outlets will have to display a visible sign about the harmfulness of alcohol to health, but merchants whose working hours do not comply with the new regulations must submit an application to the State Revenue Service for license re-registration by the 31st of December, 2025.
Changes in reducing the consumption of alcoholic beverages and combating addiction are based on WHO recommendations and the experience of the Baltic States. They are included in the Plan for Improving Preventive Measures and Healthcare Services in the Field of Reducing the Prevalence of Alcoholic Beverages and Narcotic Substance Use for 2023–2025 and the Public Health Guidelines for 2021–2027.
The state policy is aimed at reducing the availability of alcohol, preventive measures, and also the availability
and improvement of treatment services, the ministry indicates.
The study “Prevalence and Consequences of Alcohol Use in Latvia” estimates the state budget losses due to the consequences of alcohol use at 439–602 million euros, or 1.3–1.8% of GDP. Healthcare expenses alone account for more than 56 million euros per year, or 2.7% of the health budget, which has a significant impact on the health sector budget.
According to WHO data, approximately 8% of deaths in men and 3% in women are due to the consequences of alcohol use every year. More and more European countries are introducing restrictions on the availability of alcohol – on sales hours, advertising, strengthening warnings, and influencing prices. As a result, a significant reduction in alcohol consumption has been achieved in several European Union countries over the past decade. Nine EU countries, including Lithuania, Finland, Greece, and Croatia, reduced alcohol consumption per capita by at least 10% between 2010 and 2022, achieving the goal set by WHO. For example, Lithuania reduced consumption by almost 2.5 liters, or 17%, thanks to stricter control measures in 2018.
The Ministry of Health, in cooperation with the WHO, will assess the impact of the restrictions on the economy and their compliance with public interests by the 31st of October, 2026 and submit a report to the Saeima.
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