Belgium introduces new rules on alcohol advertising

Belgium’s Council of Ministers has approved new rules for alcohol advertising, including a ban on advertising that could be seen by minors.

The ban applies if at least 30% an advertisement's potential audience consists of minors and will also apply to influencers. If their followers are mainly minors, they cannot advertise alcohol.

It will also no longer be permitted to distribute alcohol free of charge with a magazine or upon purchase of a subscription, or to offer alcohol with the purchase of other products.

Promotions such as "two for one" for alcoholic drinks will continue to be permitted.

Tastings, for example when purchasing wine, will also still be permitted, as well as offering a free welcome drink during an opening, an "open house" day or an event.

In addition to restrictions, a new health warning stating: "Alcohol is harmful to health" will now appear in all advertisements for alcoholic beverages.

An exception will apply where the brand is used purely to name an event or competition, or where the name is linked to an event or competition, or where a brand is used for the purpose of sponsoring the organisation of an event or competition.

The number of alcohol-related deaths in Belgium is estimated at 3% of all deaths, or more than 10 per day, according to figures from deputy prime mininster Frank Vandenbroucke (Vooruit).