Belgium has introduced robust new alcohol advertising standards, requiring all alcohol advertisements to carry the warning “Alcohol is harmful to health” across a wide range of formats and media. The measures, spearheaded by the country’s Minister of Health and Deputy Prime Minister Frank Vandenbroucke, include a ban on alcohol advertising in media where at least 30% of the audience are minors, with influencers also subject to the new rules.
Building on Belgium’s first-ever alcohol action plan adopted in 2023, the reforms mark a major step forward in protecting children and young people from the harms of alcohol marketing.

Protecting Belgian Youth from Alcohol Marketing

Belgium’s federal government decided to improve alcohol advertising standards. The warning “Alcohol is harmful to health” will now appear on all advertisements for alcoholic beverages. Influencers will also be subject to new regulations, particularly to protect young people.

Every alcohol advertisement must now display the phrase “Alcohol is harmful to health.” The new requirement covers a broad range of advertising formats. It does not apply to product labels, packaging, decorative items, or utensils.

The measures are primarily aimed at protecting young people.

We want to better protect young people from the dangers of alcohol. With these measures, we are limiting minors’ exposure to alcohol marketing and preventing young people from being attracted by alcohol marketing messages,” Health Minister Frank Vandenbroucke said as per Anadolu Ajansi reporting.

Frank Vandenbroucke, Minister of Health, Belgium

Minister of Health Frank Vandenbroucke drove the proposal forward, marking one of the most significant shifts in the country’s public health approach to preventing and reducing alcohol harm in recent years.

In 2023, Belgium adopted its first ever alcohol action plan – fifteen years after authorities started discussing it. It included 75 actions on placing some common-sense limits on alcohol availability, alcohol marketing, improving treatment and care, as well as future plans for introducing minimum unit pricing. It was the first agreement of this kind involving all federal and regional ministries of the country.

With the new and improved alcohol marketing standards to protect children and youth in Belgium, the country fills the 2023 alcohol action plan with life.

New Alcohol Marketing Standards Target Influencers and Free Giveaways

These proposals by Belgium’s Minister of Health Frank Vandenbroucke had been under discussion within the Belgian government for some time. Now, finally, all parties have reached a consensus. This signals genuine political commitment to reducing alcohol related harm at a structural level.

  1. Advertising alcoholic beverages in media primarily targeted at minors will be banned if at least 30% of the audience consists of minors. Radio, television, streaming platforms, digital media, and print publications all fall within the scope.
  2. This also applies to influencers: if their followers are predominantly minors, they are not allowed to advertise alcohol. The new standards close a gap that has allowed alcohol companies to sidestep traditional broadcast advertising regulations through social media channels.
  3. Giving away free alcohol with a magazine or when signing up for a subscription is no longer permitted, nor is offering alcohol when purchasing other products.
  4. From now on, the new health warning “Alcohol is harmful to health” will appear on all advertisements for alcoholic beverages. The warning is not mandatory on the labels and packaging of alcoholic beverages and does not apply to decorative items or everyday objects.

The new measures aim to better educate adults. But they are first and foremost meant to protect the health and development of children and young people. Studies show that the earlier someone starts consuming alcohol, the greater the risk of alcohol harm, such as addiction, cancer, dementia, and other harms, later in life.

We want to better protect young people from the dangers of alcohol.”

Frank Vandenbroucke, Minister of Health, Belgium

The Ministry of Health will monitor compliance with the new and improved alcohol marketing standards. First, there will be a phase of education, followed by enhanced enforcement.

Belgium is not alone in taking this direction. Across Europe, governments in Latvia, Spain, Poland, Czechia, and France are all taking actions or planning to take action for better protection of people from alcohol marketing regulations in response to serious concern about alcohol harms.

Belgium Adopts Its First-Ever Alcohol Plan
Three Ways Alcohol Marketing Causes Harm and One Effective Solution

Sources

Belga News Agency: “Federal government tightens rules on alcohol advertising: ‘Alcohol is harmful to health'”

WDR News: “Belgium Cracks Down on Alcohol Advertising to Protect Young People”

Anadolu Ajansi: “Belgium tightens alcohol advertising rules”

A News: “Belgium tightens alcohol advertising rules”