Wide-ranging ban on alcohol advertising from 1 January

A total ban on alcohol advertising on TikTok and Snapchat, and in cinemas where at least 30 per cent of the audience is underage, will come into force on 1 January next year. There will also be a ban on alcohol advertising within 150 metres of schools.

These measures are the result of a new agreement on alcohol between the advertising industry, the media and trade associations involved in the distribution and production of alcoholic beverages. In addition, brands will not be allowed to feature people under the age of 25 in alcohol advertising.

Age filters

"To prevent young people from being exposed to alcohol advertising on social networks, advertisers will also be required to use age filters," says Marc Frederix, president of the Advertising Council.

"If a social network does not offer these filters, we will impose a total ban on alcohol advertising on that platform," Frederix said. "This is the case for TikTok and Snapchat, for example."

Influencers

The rules will also be tightened for influencers. Those promoting alcoholic beverages will have to be at least 25 years old, and appear to be that age. The aim of these rules is to better protect young people from alcohol abuse.

Nearly one in three young people under the age of 16 drink alcohol regularly, including one in five who do so both on weekdays and weekends, according to the Federal Public Health department.

^{© PHOTO SIMON WOHLFAHRT / AFP}