Federal government tightens rules on alcohol advertising: 'Alcohol is harmful to health'
The federal government has on Friday evening agreed to tighten the rules on alcohol advertising. The warning “Alcohol is harmful to health” will now appear on all advertisements for alcoholic beverages. Influencers will be subject to new regulations, to protect youngsters in particular.
The amendment to the rules – a proposal by Health minister Frank Vandenbroucke – had been under discussion within the government for some time, but not all parties were on the same page. Now, however, they have reached an agreement.
From now on, the new health warning “Alcohol is harmful to health” will appear on all advertising for alcoholic beverages. The warning is not mandatory on the labels and packaging of alcoholic beverages and does not apply to decorative items or utensils.
“We want to better protect young people from the dangers of alcohol"
As well as better informing adults, the new measures are primarily aimed at young people. Studies show that the earlier someone starts drinking alcohol, the greater the risk of harmful alcohol use later in life.
“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,” stated minister Vandenbroucke.
In concrete terms, advertising for alcoholic beverages in media that primarily target minors will simply be banned. This includes advertising on radio and television (including streaming), as well as digital media and print media aimed at minors. The ban applies when at least 30 per cent of the audience consists of minors. This also applies to influencers: if their followers are predominantly minors, they are not permitted to advertise alcohol.
Giving away free alcohol with a magazine or upon the purchase of a subscription is no longer permitted, nor is offering alcohol with the purchase of other products. The ministry of Health will monitor compliance. Initially, there will be a period of raising awareness, followed by stricter enforcement.
"Stigmatising alcohol consumption"
In a statement, the association of Belgian Brewers declared it did not agree with the new rules, “through which the minister of Health is stigmatising alcohol consumption rather than tackling abuse”.
The association points out that it has always been “a constructive partner” in the fight against alcohol abuse. The Belgian Brewers refer to the BOB campaign that promotes the use of a designated driver, the BE RESPONSIBLE platform and the growing range of alcohol-free and low-alcohol beers. “And we will continue to expand these initiatives,” they added.
Illustration © BELGA PHOTO NICOLAS MAETERLINCK
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