Stricter alcohol advertising rules brought in to protect young audiences
Belgium’s advertising, media and alcohol sectors have agreed to tighten regulations on alcohol advertising to shield young people from exposure. Key provisions include bans on advertising around schools and on social media platforms like TikTok and Snapchat, De Tijd reports on Tuesday.
Posters advertising beer and spirits will be prohibited within a 150m radius of schools from 2025. This will effectively remove alcohol advertisements from the streetscapes of some cities and municipalities.
Another significant change involves the portrayal of individuals in alcohol adverts. Brands may not allow people under the age of 25 to appear in alcohol advertisements.
Additionally, the sector will adopt stricter “age gating” rules, ensuring that alcohol adverts only appear on platforms where at least 70 per cent of the audience can be verified as adults. This means TikTok and Snapchat, popular with younger demographics, will no longer be used for alcohol advertising.
The renewed agreement was initiated by the Advertising Council, with input from professional associations representing producers and distributors of alcoholic drinks.
© BELGA PHOTO JASPER JACOBS
Related news
