Children Notice Everything. Alcohol Companies Exploit That
There are two moments in my life that fundamentally changed how I view the world.
The first was becoming a parent. Leaving the hospital with our newborn son, we had to walk through a thick cloud of cigarette smoke right at the entrance. I remember thinking: this can’t be real. That’s when I realised our society isn’t always built with the best interests of children in mind.
The second was learning the truth about alcohol. I knew it wasn’t healthy, but I was blown away by the extent of its harm to health: disrupted sleep, anxiety, brain fog, exhaustion, and long-term diseases such as cancer. I was shocked that the public is not openly and loudly warned about this.
Unfortunately, I learned this too late to help my best childhood friend, who passed away at just 42. But I promised myself I would do everything I can to protect my children.
So, I joined the public health community and learned what most parents do not know: our children are systematically targeted by harmful marketing, from alcohol and unhealthy food and drinks to digital media and beyond.
Spotlight on Alcohol
As soon as our children leave home in Belgium, they see alcohol marketing everywhere: on the street, at public transport stops, near schools, in libraries, supermarkets, and sports settings. Combined with continuous exposure online, on TV, and radio, children grow up in an environment where alcohol is consistently presented as fun, harmless, and normal.
This contrasts with reality, as it is a psychoactive, addictive and carcinogenic substance with well-documented health risks.
Children Absorb It All
We know that children are like sponges. While they absorb the good things (such as how quickly they learn new languages), they also absorb the bad. Yet, when it comes to alcohol, many parents vastly underestimate how much their children actually notice and understand.
Research shows that by around age two, children can already recognise alcohol branding. By age four, they begin to associate alcohol with adult life. By adolescence, higher exposure to alcohol marketing directly predicts earlier, more frequent, and riskier alcohol consumption.
This is why experts call for comprehensive bans on alcohol advertising, sponsorship, and promotion, and Lithuania is a recent example of what can be achieved. After taking action to protect children, youth, and other at-risk groups from alcohol marketing, teenage alcohol intoxication decreased by 35% – saving lives, reducing alcohol poisonings and hospital admissions among young people.
This shows why the World Health Organisation describes alcohol advertising bans as a “best buy”, because they are among the most cost-effective alcohol policy solutions governments can take to prevent and reduce alcohol harm.
Sports – The Wild West of Alcohol Marketing
Belgium is not protecting its children and youth in the same way Lithuania is doing. For example, in Belgium, our local sports environments have become saturated by alcohol, effectively turning health-focused spaces into bars.
On a typical Saturday, a young footballer like my son will likely see:
- Children wearing team jerseys with wine, champagne, rum, and beer branding, promoting a substance that is illegal for children to purchase or consume.
- During play, alcohol ads on perimeter boards, as well as alcohol-branded merchandise such as tables, chairs, and umbrellas on the sidelines.
- After the game, clubhouse canteens, many of which focus on alcohol service and resemble adult bar environments rather than child-friendly spaces.
- If the clubhouse has televisions, they will often broadcast matches where breaks are saturated with alcohol ads.
- Long after the match, club social media channels may feature alcohol sponsorship content reaching children without any age restrictions or warnings.
And on special occasions, exposure can be even more direct. When my son’s team of 9-year-olds won a regional football cup final, the perimeter boards displayed: “Beer for Champions”. I’m still not sure how that was considered – or even if it was considered – appropriate for a children’s football final.
The Illusion of Individual Responsibility
As parents, we are often told that our task is to model good behaviour and instill responsibility in our children to “just say no”.
But it is unrealistic and unfair to expect children to resist constant messaging in their environments and most private spaces as if it had no influence. Children are shaped not only by what we tell them, but by what they repeatedly see in their environment.
The World Health Organization (WHO), together with UNICEF and The Lancet issued a landmark report on the future for the world’s children. These health promotion and child rights experts identified two existential threats to children: The climate emergency and a second existential threat that is more insidious: predatory commercial exploitation that is encouraging harmful and addictive activities.
Public spaces should therefore reflect the kind of future we want for children – a world free from harm. To achieve that, those spaces must, first and foremost, be free from alcohol marketing.
Why Belgium’s New Alcohol Proposal Isn’t Enough
The Belgian federal government recently proposed improving the rules and standards the country applies to alcohol advertising, introducing a mandatory “Alcohol is harmful to health” warning and banning ads in media where minors make up more than 30% of the audience.
While these warnings and improved standards are important steps forward, they do not change the reality I have described above of what kids in Belgium face every day.
And We Cannot Wait
I’m very optimistic that major shifts in alcohol policy will take shape over the next decade – and Belgium’s proposed decree is a step forward – but we cannot pause the childhood of our children now.
They are growing up in this environment, and we need change now.
Wherever you are, if your country has not implemented bans on alcohol advertising, sponsorship, and promotion, it is worth raising your voice. Under the UN Convention on the Rights of the Child, countries are legally required to protect kids. We need to remind everyone of this.
A Call to Action
From 11 June to 19 July 2026, the football World Cup will be taking place. An estimated 6 billion people will watch this tournament, including up to 1.7 billion children. Alcohol companies know this, and they are gearing up to push their harmful products to as many people as possible.
Movendi International and partners have developed an initiative to document this and raise awareness during and after the World Cup. Please consider participating and sharing examples of alcohol marketing you observe during the tournament.
Every submission helps. The more we expose, the stronger the case for action becomes.
About Our Guest Expert
Linda De Keyser is a children’s rights and public health advocate, and one of the driving forces behind the Latvian NGO “For Your Freedom” (Tavai Brīvībai), part of the global Movendi International movement.
Originally from Latvia and now based in Belgium, she brings a unique perspective on public health challenges, with a particular focus on EU and national alcohol policy and its impact on children and future generations.
You can follow Linda’s health promotion advocacy on LinkedIn.
