Brussels, Belgium, 25 September, (Brussels Morning Newspaper) – Belgian brewers are stepping up opposition to a tougher alcohol health warning planned for advertisements, arguing that the government’s proposed wording fails to distinguish between alcohol abuse and moderate consumption. The dispute remains active as the brewing industry campaigns against the measure and Health Minister Frank Vandenbroucke defends it as necessary consumer information.
Belgian brewers oppose change to alcohol warning
The federal government approved a draft Royal Decree in March that would require alcohol advertisements to carry the message “Alcohol is harmful to health”. It would replace the existing wording stating that alcohol abuse is harmful to health.
The proposal also restricts advertising in media primarily directed at minors, regulates online and social-media marketing aimed at young people and limits the free distribution of alcoholic drinks. The draft was submitted to Belgium’s Council of State for advice.
The controversy has continued into September, with brewers maintaining a public campaign against the change. Belgian beer culture is particularly significant domestically and was added to UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity in 2016.
Brewing industry says responsible drinking is overlooked
Belgian Brewers, which represents around 130 producers, argues that the revised wording unnecessarily stigmatises the entire sector rather than targeting harmful consumption.
Krishan Maudgal, director of Belgian Brewers, told AFP this week that the government’s approach was “paternalistic”, arguing that Belgian consumers are capable of moderating their own drinking.
The industry’s campaign has also highlighted the economic pressure facing breweries. Beer consumption in Belgium fell by 3.2% in 2025, while brewers have argued that the longer-term decline has been considerably larger.
An open letter backed by brewers and hospitality representatives has urged policymakers to retain a distinction between responsible consumption and abuse.
Health minister defends stronger warning
Vandenbroucke has rejected the industry’s central argument and says the alcohol health warning is designed to give adults accurate information while strengthening protection for children.
“Alcohol is harmful. Everyone is free to decide how much they drink, but as public authorities, we want to provide young people and adults with accurate information,” Vandenbroucke said in a statement reported on 25 September.
Government figures published when the proposal was announced said alcohol-linked deaths are estimated to represent around 3% of all deaths in Belgium, equivalent to more than 10 deaths each day. Officials also cited alcohol’s links to road accidents and domestic and sexual violence.
Health organisations back clearer alcohol messaging
The Flemish Centre of Expertise on Alcohol and Other Drugs has supported the stronger wording, saying scientific evidence associates alcohol consumption with increased risks including cancer, cardiovascular disease and liver damage.
The organisation argues that providing health information allows consumers to make more informed decisions about drinking.
The debate therefore centres on competing interpretations of how public-health information should address risk: brewers want policy to focus primarily on abuse, while health authorities argue consumers should be informed about risks associated with alcohol itself.
Alcohol advertising proposal remains under debate
The alcohol health warning forms part of Belgium’s wider 2023–2028 interfederal strategy on harmful alcohol use. The government’s draft Royal Decree also sets requirements for warnings across print, television, radio and digital advertising.
The brewing sector is continuing its campaign as the regulatory process moves forward, meaning the wording and implementation of Belgium’s alcohol advertising rules remain a live political and public-health debate.
