Belgium struggles with stricter advertising rules for unhealthy food

Food companies and retailers promise to abide by stricter marketing rules: the age limit for campains towards children is being raised, while rules about advertisement near schools and on social media are becoming stricter. However, this kind of self-regulation is also being criticised.

Stricter rules

The Belgian food industry promises to stop directly advertising unhealthy food to children under the age of 16 (until now the limit was 13 years) starting from next year. Moreover, there will be a ad-free perimeter of 150 metres around secondary schools (this already existed for primary schools) and there will also be concrete guidelines for advertising on social media and the use of influencers. The Jury for Ethical Practices in Advertising will handle any complaints.