"Alcohol is harmful to health": the warning will indeed be mandatory on all advertising in Belgium, but...

The federal government approved a proposal by Minister Frank Vandenbroucke (Vooruit) on Friday, enacting new restrictions on alcoholic beverages. These are scaled-back measures that will not come into force immediately.

© FRANK VANDENBROUCKE

"Alcohol is harmful to health." This is the small battle won by Frank Vandenbroucke (Vooruit). The federal government has validated the broader bill from the Minister of Public Health aimed at tightening the rules on advertising for alcoholic beverages. The new mandatory health warning was a point of contention within the majority, with the MR and N-VA, who are more sensitive to industry grievances, having previously opposed it. The message will henceforth appear on all advertising media, but will however not be required on bottle labels, packaging, or in the context of simple event sponsorship.

Advertising for alcoholic beverages is now prohibited in media where the audience is composed of at least 30% minors. This restriction applies to radio, television, streaming services, as well as the written press and digital media. Influencers with a predominantly minor audience are also prohibited from promoting these products to their followers.

"In our country, alcohol is involved in more than ten deaths per day"

The free distribution of alcohol linked to the purchase of a magazine, a subscription, or another product is becoming prohibited. Conversely, "buy 2 get 1 free" type promotions and tastings during events or open days remain authorized.

Frank Vandenbroucke's measures are based on statistics indicating that alcohol constitutes a scourge in Belgium. "More than thirty diseases are directly caused by excessive consumption, and the number of alcohol-related deaths in our country is estimated at 3% of all deaths, which is more than ten per day," the Federal Minister of Health specified. "Furthermore, alcohol is one of the leading causes of road accidents, as well as domestic or sexual violence."

The Belgian Brewers association has already expressed its dismay at this restrictive policy, believing that it stigmatizes all consumption instead of targeting only abuse.

These bans will not materialize quickly, as the project anticipates a transitional period of one year after the publication of the future Royal Decree before the measures are applied.