NewzA senior public health official has warned that Iceland is “losing the battle” over online alcohol sales, citing widespread failures in age verification and a growing number of internet retailers selling alcohol. Sveinbjörn Kristjánsson, a behavioural change specialist at the Directorate of Health, said the rapid expansion of online alcohol sales since 2020 risks undermining the policies that have helped Iceland maintain comparatively low alcohol consumption. Original source: RÚV A Directorate of Health review found weak age verification by online alcohol retailers.
Officials say the number of online alcohol sellers has grown rapidly since 2020. The health authority argues Iceland’s restrictive alcohol policies have reduced harm for decades. Weak age checks Around 20 companies now sell alcohol online to customers in Iceland.
After receiving numerous complaints, the Directorate of Health tested age verification practices earlier this year. According to Sveinbjörn, the results were “terrible”. Electronic identification was required at the point of purchase in only 36% of cases, while identification was checked on delivery in just 7% of purchases.
“We know it’s all falling apart,” he said, adding that the Directorate now receives calls from concerned parents almost daily after children have gained access to alcohol. He also said officials have observed a slight increase in alcohol consumption among teenagers. Sveinbjörn argued Iceland’s relatively low alcohol consumption is largely the result of limited availability, high prices, taxation, age restrictions and strict drink-driving enforcement.
He noted that, with the exception of Denmark, Nordic countries consume three to four litres less pure alcohol per person each year than the European average, contributing to fewer illnesses, deaths, accidents and violent incidents. He criticised increased competition in the alcohol market, particularly online retailers offering discounted alcohol, arguing that promotional pricing encourages consumption of a product that causes significant public harm. Sveinbjörn also called for stronger enforcement of existing laws on alcohol advertising, saying police no longer pursue violations as rigorously as they once did.
He maintained that Iceland’s prevention efforts remain strong but said they have shifted away from simply providing information.
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