Mosfellsbær to challenge prominent nicotine shop advertising

A former alcohol and drug counsellor has raised concerns about prominent nicotine-product advertisements outside a new shop in Mosfellsbær, saying they could appeal to children and teenagers. The town plans to raise the issue, mbl.is reports.

Hulda Margrét Eggertsdóttir, who worked for years in alcohol and drug counselling, including for SÁÁ, first noticed the advertisements while driving her son to Mosfellsbær Upper Secondary School. She was struck by how visible they were, particularly near the school.

Hulda said the shop’s bright colours and cartoon character could attract younger consumers. She also questioned the intended audience for promotional videos on the shop’s social media, which feature young men and use humour and stunts.

She said she began smoking cigarettes at the age of 13, when smoking was more visible and socially accepted, and that peer influence played a significant role. In her view, society should learn from that experience rather than make nicotine use a commonplace and prominent part of children’s surroundings. She also questioned why the products needed such visible advertising when existing users already knew where to buy them.

Some residents have also criticised the window graphics for their effect on the town centre’s appearance. Others have lamented the loss of a café from the premises. Gloría café previously operated there, followed by Piknik, a vape and nicotine shop whose window signs were less prominent.

Mosfellsbær Mayor Hilmar Gunnarsson said he first noticed the advertisements while driving past the shop. He said he did not know whether the shop had permission for the window graphics, and noted that the building was not owned by the municipality. The town will review the matter and consider whether it can respond to the advertisements.