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Alcohol ID campaign violates legislation
The Supreme Court in the Netherlands has ruled that an alcohol and tobacco ID campaign have violated anti-trust legislation by boycotting a “very effective” age validation system.
The Supreme Court has ruled Dutch alcohol and tobacco ID campaign violates anti-trust legislation
The infringement by the Dutch Food Retail Association (CBL) and Jumbo Supermarkets against the Ageviewers system was blamed on an industry wide responsible alcohol retailing code and an ID campaign in the Netherlands, akin to the ‘We Card Program’ in the US.
The court in The Hague concluded that the code and campaign both hinder the execution and expansion of Ageviewers, and therefore are “declared void and non-existent”.
CBL and Jumbo are the first businesses that have been found jointly liable for all damages to Ageviewers since 2008.
Age checks by the ‘Ageviewers’ system are not performed by cashiers, but systematically and from a remote validation centre.
If the centre does not authorise the sale of a product requiring an age check, such as alcohol, then there is no way to register the sale of a product, thus making it “virtually impossible” for underage consumers to buy alcohol or tobacco.
Teleconnect Inc, which owns Hollandsche Exploitatie Matschappij BV (HEM) – maker of Ageviewers – said in a statement: “We are very happy with this judgement. Our business has been severely affected by this cartel since 2008 and our financial claim will be substantial.
“In our view the boycott exposes an extensive morality and compliance problem regarding the sale of alcohol and tobacco to minors. We are investigating the consequences of the judgment in the US, as the boycott completely derailed our plans to implement the Ageviewers system in the American market, where our company is listed and where we have our roots.
“We are requesting all parties involved in the production and sale of tobacco and alcohol, in responsible retailing and prevention institutes, to endorse and support our further efforts to implement Ageviewers in the Dutch and US market.”