EBA welcomes the Government’s balanced plan to reduce harmful alcohol consumption for 2026–2028

10/ 02/ 2026

The Cabinet of Ministers of Ukraine has approved an action plan for 2026–2028 aimed at reducing alcohol consumption and minimising alcohol-related harm. The final version of the document reflects key comments and proposals from the business community, ensuring a balance between public health objectives and the stability of the economic environment. The plan was developed at the initiative of the Ministry of Health of Ukraine. It envisages a comprehensive set of measures in the areas of state oversight, prevention and response to the consequences of alcohol consumption. An important element of the drafting process was a constructive and systematic dialogue between public authorities and business representatives. The European Business Association emphasises that companies support the state’s strategic objective of reducing harmful alcohol consumption. At the same time, the business community believes that achieving this goal should be based on evidence-based, proportionate and balanced solutions, rather than sweeping bans and excessive restrictions that may entail significant economic and social consequences. Business representatives consider the following to be effective public policy instruments: strengthening enforcement of existing legislation governing the advertising and promotion of alcoholic beverages, access to such products and the prohibition of sales to minors; improving monitoring and reporting mechanisms for violations; enhancing transparency of liability mechanisms; developing industry self-regulation; conducting public information and awareness campaigns on responsible alcohol consumption; and fostering cooperation between the state, business and civil society in preventing abuse. Owing to the well-reasoned position of member companies of the Association’s Committee on Wine and Spirits, a number of excessive restrictions were removed from the final version of the plan. These restrictions lacked sufficient justification, assessment of potential socio-economic impact and could have created significant risks for the development of the legal alcohol market in Ukraine. In particular, the excluded provisions concerned: a ban on all forms of advertising and sales promotion of alcoholic beverages; increasing the minimum retail floor space requirements and tightening licensing conditions in order to reduce the number of retail outlets; a ban on alcohol sales at petrol and gas filling stations; a ban on the sale of alcoholic beverages to persons under the age of 21. The business community underscores that the approved action plan creates the necessary conditions for maintaining a predictable and balanced regulatory environment.

The plan was developed at the initiative of the Ministry of Health of Ukraine. It envisages a comprehensive set of measures in the areas of state oversight, prevention and response to the consequences of alcohol consumption. An important element of the drafting process was a constructive and systematic dialogue between public authorities and business representatives.

The European Business Association emphasises that companies support the state’s strategic objective of reducing harmful alcohol consumption. At the same time, the business community believes that achieving this goal should be based on evidence-based, proportionate and balanced solutions, rather than sweeping bans and excessive restrictions that may entail significant economic and social consequences.

Business representatives consider the following to be effective public policy instruments:

strengthening enforcement of existing legislation governing the advertising and promotion of alcoholic beverages, access to such products and the prohibition of sales to minors;
improving monitoring and reporting mechanisms for violations;
enhancing transparency of liability mechanisms;
developing industry self-regulation;
conducting public information and awareness campaigns on responsible alcohol consumption; and
fostering cooperation between the state, business and civil society in preventing abuse.

Owing to the well-reasoned position of member companies of the Association’s Committee on Wine and Spirits, a number of excessive restrictions were removed from the final version of the plan. These restrictions lacked sufficient justification, assessment of potential socio-economic impact and could have created significant risks for the development of the legal alcohol market in Ukraine. In particular, the excluded provisions concerned:

a ban on all forms of advertising and sales promotion of alcoholic beverages;
increasing the minimum retail floor space requirements and tightening licensing conditions in order to reduce the number of retail outlets;
a ban on alcohol sales at petrol and gas filling stations;
a ban on the sale of alcoholic beverages to persons under the age of 21.

The business community underscores that the approved action plan creates the necessary conditions for maintaining a predictable and balanced regulatory environment.