Stichting Verantwoorde Alcoholconsumptie (STIVA)

What Stichting Verantwoorde Alcoholconsumptie (STIVA) does

Stichting Verantwoorde Alcoholconsumptie (STIVA) is a Dutch non-profit foundation established by Dutch producers and importers of beer, wine, and distilled spirits to serve as the centralized self-regulatory body for alcohol advertising in the Netherlands. Operating from Den Haag with a 6-person team led by Director Peter de Wolf (since September 2008), STIVA administers the Reclamecode voor Alcoholhoudende Dranken (RvA, in force since 1979, last amended April 1, 2024) and the Reclamecode voor Alcoholvrije Varianten (RvAVA). It enforces compliance through the Reclame Code Commissie, with penalties up to €50,000 per violation, and supports related public health initiatives including the Bob-campagne designated driver initiative and the Kikid Booze youth education program.

STIVA's core technology is a portfolio of web-based platforms and calculator tools that operationalize the regulatory framework. The Toetsing Applicatie (toetsing.stiva.nl) pre-screens television, cinema, and radio commercials via a three-person commission before broadcast, while the Horecapromoties Portaal (horecapromoties.stiva.nl) registers and reviews hospitality promotions. Two NIX18 calculator tools help advertisers determine the minimum required size of the NIX18 logo across social media, print, and TV/cinema formats. The foundation also publishes the annual Influencer Monitor Report on compliance in digital advertising.

STIVA's revenue model is non-commercial: it is funded by industry member contributions from Dutch alcohol producers and importers, with no products or services sold. It earns no direct revenue; instead, it operates as a quasi-regulatory intermediary between the Dutch alcohol industry, the Reclame Code Commissie, and government bodies (including VWS, Ministry of Infrastructure, and RIVM). Its customer base is segmented between Dutch alcohol producers/importers (primary, for self-regulation) and the hospitality sector (primary, for promotion compliance), with secondary reach to Dutch youth (prevention) and the general population (responsible consumption messaging).

Name

Stichting Verantwoorde Alcoholconsumptie (STIVA)

Legal name

Stichting Verantwoorde Alcoholconsumptie (STIVA)

Website

https://stiva.nl

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

STIVA is a Dutch non-profit foundation serving as the country's self-regulatory body for alcohol advertising. Founded by Dutch beer, wine, and spirits producers and importers, it administers advertising codes, pre-screens commercials, and runs responsible consumption campaigns.

Ownership category

akta.pro rank

Product category

Industry Self-Regulation and Alcohol Advertising Compliance

NAICS

Beverage Manufacturing (3121)

SIC

Beverages (2080)

akta.pro primary industry

Alcoholic Beverage Blending, Bottling & Private Label (Non-Distilling) (AFAFAAAH)

Keywords

• Alcohol advertising regulation
• Self-regulatory framework
• Responsible alcohol consumption
• Advertising compliance platform
• Dutch alcohol industry

Headquarters

HQ city

Den Haag

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Distribution channels3 records

Marketing channels4 records

Core offering

Stichting Verantwoorde Alcoholconsumptie (STIVA) is a Dutch non-profit foundation that maintains and enforces self-regulatory advertising codes for the alcohol industry in the Netherlands, including the Reclamecode voor Alcoholhoudende Dranken (RvA) and the Reclamecode voor Alcoholvrije Varianten (RvAVA). It operates two compliance web platforms — the Toetsing Applicatie for pre-screening television, cinema, and radio commercials and the Horecapromoties Portaal for registering hospitality promotions — and provides NIX18 calculator tools that determine required minimum logo sizes for alcohol advertising. STIVA also coordinates public health and prevention campaigns such as the Bob-campagne, Kikid Booze, and the National Prevention Agreement, funded by Dutch producers and importers of beer, wine, and spirits.

Product overview

STIVA operates as a self-regulatory foundation managing a portfolio of regulatory frameworks, web-based platforms, and public health initiatives rather than a traditional product company. The core offerings are two advertising codes—the Reclamecode voor Alcoholhoudende Dranken (RvA) and Reclamecode voor Alcoholvrije Varianten (RvAVA)—which govern all alcohol and non-alcoholic beverage advertising in the Netherlands. Supporting these codes are two operational web platforms: the Toetsing Applicatie for pre-screening commercials and the Horecapromoties Portal for registering hospitality promotions. STIVA also provides NIX18 Calculator tools (separate versions for small print/social media and A4+/TV formats) to help advertisers calculate required logo sizes. Beyond self-regulation, STIVA supports public health initiatives including the Bob-campagne (designated driver campaign), Kikid Booze (school education program), the Nationaal Preventieakkoord policy initiative, and the Gedragscode Verantwoorde Alcohol Bezorging for online alcohol delivery. The most recent regulatory update is the new Hard Lemonade advertising rules effective July 1, 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• Reclamecode voor Alcoholhoudende Dranken (RvA) Self-regulatory advertising code for alcoholic beverages in the Netherlands, established in 1979 and last amended 1 April 2024. Governs all alcohol advertising directed at the Netherlands, covering content rules, media restrictions, and enforcement through the Reclame Code Commissie.
• Reclamecode voor Alcoholvrije Varianten van Alcoholhoudende Dranken (RvAVA) Advertising code specifically for non-alcoholic variants of alcoholic beverages (0.0% and low-alcohol drinks up to 0.5%). Covers marketing rules for these products including restrictions on targeting minors and specific rules for drinks containing 0.1-0.5% alcohol.
• STIVA Toetsing Applicatie Web-based system for pre-screening television, cinema, and radio commercials for compliance with the Reclamecode voor Alcoholhoudende Dranken. Commercials are reviewed by a three-person commission before broadcast. Used by Dutch alcohol producers, importers, and media agencies.
• STIVA Horecapromoties Portaal Online portal for registering and reviewing horeca (hospitality) promotions to ensure compliance with advertising regulations. Promoters can create accounts and submit promotions for verification. Used by bars, restaurants, event venues, and alcohol delivery platforms.
• NIX18 Rekentool (Social Media & Print kleiner dan A4) Calculator tool for determining the minimum required size of the NIX18 logo on alcohol advertisements for online and print formats smaller than A4. Allows calculation in centimeters or pixels.
• NIX18 Rekentool (A4 of Groter & TV/Bioscoop) Calculator tool for determining the minimum required size of the NIX18 logo on print formats A4 or larger and TV/cinema commercials. Calculates minimum surface area and dimensions.
• Bob-campagne Designated driver campaign run jointly with the Dutch Ministry of Infrastructure, Veilig Verkeer Nederland, and other partners. Running since 2001, it promotes sober driving with the slogan 'Ben je Bob, zeg het hardop!' and is delivered via event presence, digital channels, and partner media.
• Kikid Booze Theater-based educational program run by Stichting Kikid with STIVA's financial and expert support. Uses interactive performances by youth experts (18-25 years) to raise awareness among secondary school students about alcohol use and peer pressure.
• Gedragscode Verantwoorde Alcohol Bezorging Code of conduct for online alcohol delivery platforms in the Netherlands. Covers double age verification at purchase and delivery, refusal of delivery to minors or visibly intoxicated persons, and training of delivery personnel. First signed by Flink on 26 June 2025.

Quantifiable outcome

• Over 90% of Dutch people abstain from heavy or excessive alcohol use
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• FlinkcoreStrategic or Co-development Partner · 26 June 2025Flink was the first company to sign the Gedragscode Verantwoorde Alcohol Bezorging (Code of Conduct for Responsible Alcohol Delivery), committing to double age verification at purchase and delivery, refusing delivery to minors or visibly intoxicated persons, and training delivery personnel.
• Veilig Verkeer Nederland (VVN)coreStrategic or Co-development PartnerJoint partnership in the Bob-campagne, a designated driver campaign running since 2001. The campaign promotes sober driving with the message 'Ben je Bob, zeg het hardop!' (Are you Bob, say it out loud!). STIVA funds campaign activities including event presence and digital visibility.
• Ministerie van Infrastructuur en WaterstaatcoreStrategic or Co-development PartnerGovernment ministry that is a joint initiator of the Bob-campagne along with STIVA and other partners to prevent drink driving.
• Stichting KikidcoreStrategic or Co-development PartnerSTIVA supports Kikid Booze educational theater project that raises awareness among students about alcohol and peer pressure. STIVA provides expertise but has no influence on content. Program reaches thousands of students annually through performances and online lessons.
• RIVM and CBSminorOthersSTIVA uses data from these government statistical organizations as the basis for its facts and figures on alcohol consumption in the Netherlands.
• TeamAlertminorGTM or Marketing PartnerCampaign partner in the Bob-campagne, contributing to road safety messaging alongside STIVA.
• Politie and JustitieminorGTM or Marketing PartnerCampaign partners in the Bob-campagne, contributing to enforcement and awareness activities.
• Provinces and MunicipalitiesminorGTM or Marketing PartnerRegional government partners in the Bob-campagne, supporting campaign activities at local level.

Scale indicators13 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• DrinkWise Australia: DrinkWise is the Australian not-for-profit organisation working to bring about a healthier and safer drinking culture, funded by the alcohol industry. Like STIVA, it combines a self-regulatory marketing code with consumer-facing prevention campaigns.
• European Forum for Responsible Drinking (EFRD): EFRD is the European-level association of alcohol producers coordinating responsible drinking initiatives and supporting national self-regulatory bodies. It represents the supranational coordination layer that STIVA participates in through its international representation.
• Éduc'alcool: Éduc'alcool is the Quebec not-for-profit dedicated to promoting informed and responsible attitudes toward alcohol through education and awareness. It is comparable to STIVA's prevention and public-information function in the Dutch market.
• The Portman Group: The Portman Group is the UK alcohol industry social responsibility body that administers the Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks. It is the most direct international analogue to STIVA's self-regulatory franchise over alcohol marketing and advertising in the Netherlands.
• Drinkaware: Drinkaware is a UK-based alcohol education and awareness charity funded by producers and retailers that delivers public-facing campaigns and consumer information on responsible drinking. STIVA's combination of industry-funded self-regulation plus prevention campaigns (Bob-campagne, Kikid Booze) maps closely to Drinkaware's hybrid model.
• Wine in Moderation: Wine in Moderation is the European wine sector's social responsibility programme promoting responsible wine consumption and serving as the wine industry's self-regulatory platform. Its sectoral self-regulation and prevention messaging are analogous to STIVA's RvA/RvAVA framework.
• Responsibility.org: Responsibility.org is a US-based not-for-profit funded by leading distillers, brewers, and suppliers that focuses on eliminating drunk driving and underage drinking. It shares STIVA's industry-funded foundation structure and emphasis on prevention campaigns.

Others

• Nederlandse Brouwers: Nederlandse Brouwers is the Dutch brewers' association representing the interests of Dutch breweries. As a STIVA member category and fellow Dutch alcohol industry body, it is an adjacent industry counterpart rather than a self-regulation peer.

Broad incumbents

• Spirits Europe: Spirits Europe is the representative body for the European spirits industry, covering economic, regulatory, and social responsibility matters. It is comparable to STIVA as an industry-funded umbrella, but with a broader lobbying and policy mandate rather than a single-country self-regulatory focus.
• Advertising Standards Authority (ASA): The ASA is the UK's independent advertising regulator enforcing the CAP/BCAP codes across all sectors. While not alcohol-specific, the ASA's pre-clearance and complaints-based enforcement model parallels STIVA's toetsing.stiva.nl pre-screening platform and RvA enforcement process.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/stichting-verantwoorde-alcoholconsumptie-stiva

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Stichting Verantwoorde Alcoholconsumptie (STIVA)