Media committee fines Sýn two million krónur over radio ads

Iceland’s Media Committee has fined media company Sýn hf. two million krónur for commercial messages promoting alcohol and nicotine products on the FM95BLÖ radio programme on FM957, mbl.is reported.

The committee found that Sýn had breached Media Act No. 38/2011 by specifically advertising the sponsors’ products Tuborg Classic and LOOP Zero in connection with the programme.

The ruling, issued on 13 August, concerns material broadcast between August and October 2025. The examples cited by the committee are not exhaustive.

On 1 and 8 August, the programme included the following messages:

“LOOP Zero 0.0.”

“FM95BLÖ. In partnership with Dineout and LOOP Zero.”

“[Goat bleat]. The goat in the game. LOOP Zero.”

On 15 August, a presenter said that the bowling hall Keiluhöllin was offering all draught beers for 500, adding that “there is only one red one.”

On 5 September, one presenter said that LOOP Zero and Dineout brought listeners FM95BLÖ on FM957, and that LOOP Zero could be ordered through Bagg.is, with home delivery and a discount.

A second presenter added that customers could subscribe and have the product delivered to their homes.

Sýn said the references were editorially natural

The committee contacted Sýn on 13 February 2026 and requested the company’s position on advertising for LOOP nicotine products and the alcoholic beverages Tuborg and Gull.

Sýn said the companies that paid for commercial messages on FM95BLÖ were Dufland ehf. for the LOOP brand, Ölgerðin, which had paid only for Pepsi Max, as well as DineOut ehf. and Keiluhöllin.

The company said Dufland’s sponsorship concerned only LOOP Zero, which was nicotine-free and therefore lawful. Sýn also argued that references to alcoholic beverages did not constitute commercial messages under the Media Act.

Although the presenters had discussed specific alcoholic products, Sýn said the discussion took place in a natural editorial context and contained no “hidden messages”.

Committee upheld its assessment

The Media Committee said Sýn’s response did not change its assessment. It concluded that Dufland’s messages constituted commercial communication for nicotine products because the company’s main business was the sale or production of tobacco and nicotine products.

The committee also found that references to the beers breached the ban on commercial messages for alcohol.

It said companies whose main business involves selling nicotine and tobacco products may not sponsor products. The committee also noted that Ölgerðin produced the beer and that the beer’s special offer at Keiluhöllin had been explicitly mentioned, with Keiluhöllin being another sponsor.

On that basis, the committee fined Sýn hf. two million krónur.