New regulations take effect August 1, cutting sales hours and banning promotional advertising across retail venues.
Latvia introduced comprehensive alcohol sales restrictions on August 1, 2025, significantly reducing retail hours and implementing strict advertising bans as part of government efforts to curb the country’s high alcohol consumption rates.
The new regulations restrict alcohol sales in stores and online platforms to 10:00-20:00 Monday through Saturday, and 10:00-18:00 on Sundays—a reduction of 2-4 hours depending on the day.
Online Sales Face 6-Hour Delay
Internet purchases now require a mandatory 6-hour waiting period between order placement and delivery, designed to prevent impulsive buying decisions.
For violations of delivery timing rules, couriers face fines up to €70, while companies can be penalized €70-1,400.
Advertising and Promotional Bans Take Effect
The legislation prohibits alcohol price and discount advertising across multiple channels:
- Press publications and printed advertisements
- Cinema venues
- Websites and online platforms
- Email marketing campaigns
- Retail locations (excluding producer facilities)
Stores can no longer offer bundled deals, loyalty program discounts on alcohol, or “buy multiple units for less” promotions.
Gambling Venues See Complete Alcohol Ban
Gaming establishments must cease alcohol sales and consumption near slot machines, card tables, roulette wheels, and other gambling equipment.
Health Warnings Now Mandatory
All retail locations must display prominent warnings about alcohol’s negative health effects and age restrictions. Failure to comply results in fines up to €200 for individuals and €350 for businesses.
Government Cites Economic Impact
Health Ministry data shows Latvia’s alcohol consumption at 12 liters per capita annually—above the 10-liter EU average. The ministry estimates alcohol-related costs at €439-602 million yearly, representing 1.3-1.8% of GDP.
These restrictions are based on international evidence and have proven effective in other countries.
— Sanita Lazdiņa, Deputy Head, Mental Health and Addiction Prevention Department, Health Ministry
Healthcare expenses alone account for over €56 million annually, consuming 2.7% of the health budget.
Retailers Express Concerns
Small retailers worry about reduced revenue affecting operating hours, particularly on Sundays.
Small retailers are calculating whether they can continue opening until 10 PM. If they have to reduce hours, they’ll lose loyal customers to global chains.
— Henriks Danusēvičs, President, Latvian Traders Association
Some retailers are considering shortened Sunday hours or complete closure on weekends due to profitability concerns.
Mixed Public Response
Street interviews revealed varied public opinion on the restrictions’ effectiveness. Many respondents doubted the measures would significantly impact consumption patterns, with some suggesting people would simply purchase larger quantities in advance.
Implementation Deadline
Retailers whose current operating hours don’t comply with the new restrictions must submit license modification applications to the State Revenue Service by December 31, 2025.
The government expects long-term behavioral changes rather than immediate results, with comprehensive impact assessments planned after three years of implementation.
