Code of Good Conduct 2025: “Each Region must now adopt stricter rules”

Ten years after an initial agreement on their business practices, the hospitality sector, brewers, and beverage retailers have renewed their code for good relations. "Useful but still insufficient," said Matthieu Léonard, president of the Brussels Hospitality Federation.

Photo : Belgian Brewer

The update was essential. "Since the Code of Conduct was created in 2015, the economic context has changed significantly, particularly due to the health and economic crises. These have had a significant impact on the hospitality sector and the drinks outlet segment, which is still struggling to regain sufficient margins for its sustainability," commented Pierre Poriau, Secretary General of the Wallonia Hospitality Federation.

The renewed code of conduct on June 6 was necessary to address the recommendations of various organizations and stakeholders. According to the signatories, the agreement provides clarity and legal certainty to hotel and restaurant operators during these difficult times. "Without this agreement, the previous code would have become obsolete, which could have brought the situation on the ground back to pre-2015 levels. A scenario we absolutely wanted to avoid," explains Mathias De Caluwé, CEO of Horeca Vlaanderen.

The result of several months of consultation, the revised updated text aims to foster a healthy business climate for sectors that play an important role in our economic landscape: the hospitality sector represents 151,683 jobs, many of which are low-skilled, and 40,000 independent entrepreneurs (figures from the third quarter of 2024). However, relations have often been flawed by asymmetry between hospitality operators and large beverage companies. Contractual practices needed to be cleaned up and a balance established as much as possible.

Towards a more balanced balance of power

"Since the introduction of the 2015 Code, we have seen a clearly positive development: abuses have been addressed and relationships have become more transparent and balanced," says Krishan Maudgal, director of the Brasseurs Belges. And the new 2025 version brings further progress.

First, in terms of information prior to signing any supply contract. To support this provision, each regional Horeca federation will set up a specific support unit for operators wishing to assess the risks and benefits of an exclusivity contract.

Then, in terms of freedom, the revised text preserves the freedom for café owners to include local specialty beers in their offerings, even under an exclusivity contract with a brewer. For spirits, there will be no extension of the exclusivity clauses, but the rules will be simplified.

The new Code finally bans several contractual practices deemed abusive and strictly regulates non-compete clauses, purchasing quotas, and contract termination procedures. The office of Economy Minister David Clarinval thus highlights a broader scope of application that is less open to interpretation as one of the main improvements.

“Insufficient without a strengthened legal framework”

The Brussels Horeca Federation believes that this new code of conduct clearly constitutes a foundation of best practices. But the president calls for going even further, by strengthening it with a regional legislative framework capable of punishing abuses and protecting the intangible heritage of café owners.

"This text neither replaces nor repeals existing laws. Each region must now work towards adopting stricter rules," urges Matthieu Léonard, insisting on regulating commercial leases such as those for breweries "which can trap operators in excessive commitments without compensation."

While the hospitality industry represents a major economic and social pillar in Belgium, the sector remains vulnerable. "This signature confirms the commitment of a changing profession, seeking a balance between tradition and new economic power relations," the Brussels federation emphasizes.