Icelandic Retailers Urge Parliament to Regulate Online Alcohol Sales Amid Shifting Habits

Trade and service organizations in Iceland are calling on lawmakers to establish clear regulations for the burgeoning online alcohol market. The Association of Trade and Services (SVÞ) and independent specialty alcohol retailers have jointly petitioned members of parliament, emphasizing the urgent need for a defined legal framework governing e-commerce in alcohol.

These organizations point to a dramatic change in Icelandic consumer habits over recent years, noting that legislation has failed to keep pace with this evolution. A recent Gallup poll revealed that approximately one in three Icelanders has purchased alcohol through online stores. This figure rises significantly among individuals aged 20 to 39, where nearly 60% report engaging in such purchases.

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Consumers have already chosen.

"Consumers have already chosen," stated Benedikt S. Benediktsson, CEO of SVÞ, highlighting the shift in purchasing behavior. The groups advocate for rules covering licensing, operating hours, location, accessibility, age verification, and delivery protocols. They stress that these regulations must apply equally to both Icelandic and foreign companies selling alcohol to consumers in Iceland. Benediktsson described the current legislation as outdated and ill-suited to the modern market shaped by evolving buying habits and advancements in logistics.

SVÞ maintains that responsible operators are already implementing age verification for purchases and deliveries, but a clear legal structure is needed to ensure consistent standards across all vendors. The association also launched an awareness campaign, "One in Three Shops Here," to draw attention to the scale of online alcohol purchases. They believe that clear rules and effective oversight are essential for protecting children and young people and combating harmful alcohol consumption, suggesting that these new regulations could coexist with the state-run ÁTVR retail system.

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One in three citizens has bought alcohol online, and the proportion is even higher among younger people.