Belgium to ban junk food advertising aimed at under-16s
From 2026, Belgian food companies will be prohibited from advertising unhealthy food to children under 16. This new set of self-regulatory rules has been announced by key industry organisations. The industry's internal watchdog, the Jury for Ethical Practices (JEP), will oversee compliance. The move extends existing restrictions, which currently apply only to children under 13.
This voluntary code - introduced by industry organisations including Comeos (retail), Fevia (food industry), UBA (advertising sector) and the Belgian Advertising Council - addresses a legislative gap in Belgium, where there is currently no national law limiting food advertising to minors. It reflects growing concern about teenagers' vulnerability to marketing influence and the long-term health impacts of poor dietary habits.
Only products that meet strict nutritional standards will be exempt. Foods such as crisps, fizzy drinks, sweets, chocolate and ice cream will be explicitly excluded from advertising aimed at minors.
All media platforms
The updated rules will apply to all media platforms, including TV, radio, cinema, online and social media, whenever more than 30% of the audience is under the age of 16. Additionally, food advertising will be prohibited within a 150-metre radius of primary and secondary schools. Digital platforms are receiving special attention, with new guidelines on how companies may use TikTok, Snapchat, gaming platforms and influencers to reach young audiences.
These changes are in response to criticism from the Belgian Superior Health Council, which in 2022 deemed existing self-regulation to be inadequate, particularly with regard to social media. Unlike traditional media, where audience metrics guide enforcement, regulating digital content remains challenging. Nevertheless, the new code is the first attempt to impose concrete rules on digital food marketing targeting young people.
The advertising measures have been prompted by growing concerns about the health of young people. Figures from the Belgian Institute for Health Sciensano show that just under one in five children and young people (aged 2 to 17) are overweight. Almost 6 per cent are obese.
© BELGA
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