Background: Exposure to alcohol marketing has been shown to be a driver of alcohol consumption, particularly among young people. While strong alcohol marketing bans have been implemented in several European countries, evidence on how these are enforced and monitored in practice remains scarce. Such knowledge is relevant for understanding the shortcomings of current policies and guiding future regulation. The aim of this qualitative study is to explore how national authorities in Europe, namely in France and Lithuania, monitor and enforce existing restrictions and deal with the challenges of a rapidly evolving digital marketing landscape. These two countries represent distinct regulatory trajectories: France has a long-standing alcohol marketing law that has been progressively weakened over time, whereas Lithuania has recently adopted a strict and comprehensive marketing ban.

Methods: We are conducting around twelve semi-structured interviews with key stakeholders involved in the implementation and monitoring of alcohol policy (e.g., regulatory agencies, health advocates) in France and Lithuania. Participants were identified through the team’s network and contacts with various organisations. The interview guide addresses topics around current policy landscape, industry resistance and resources dedicated to monitoring compliance with marketing regulations. Interviews will be recorded, transcribed and analysed using thematic analysis to identify how institutional contexts shape enforcement practices.

Results: Preliminary themes are expected to highlight how institutional capacity and industry practices shape the enforcement of alcohol marketing restrictions. Key barriers are anticipated to include industry lobbying, legal ambiguities, and the technical challenges of regulating AI-driven and influencer-led marketing on social media. Facilitators may include clear legal mandates and proactive guidance for digital actors.

Conclusions/Implications for practice or policy: The findings will contribute to understanding how alcohol marketing restrictions can be more consistently enforced in practice. By comparing contrasting regulatory environments, this study will provide insights into how policy design and implementation can be strengthened to address industry influence and digital marketing challenges, informing ongoing European efforts to ensure that marketing restrictions achieve their intended public health impact.