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Belgium makes its laws on alcohol advertisement stricter: the Federal Public Service Health will be included in complaint procedures and failure to follow the rules can result in a 10,000 euro fine.
Health is paramount
Minister Maggie De Block has signed an agreement with the branch organisation for advertisers, the federation for wine and spirits and the Belgian Brewers concerning advertisements for alcohol. The agreement, valid from 2 September, will impose heavier fines as the minister thinks this will help public health: “Irresponsible alcohol use has dire consequences for one’s health. Alcohol producers must take this into account when advertising”, De Block is quoted in Belgian newspaper De Standaard.
Before an alcohol ad can be launched on radio, tv or cinemas, producers now will have to ask the Jury for Ethical Practices in Advertisement for advice. If this results in complaints, the FPS Health will actively be involved in following them up.
The first agreement of this kind was signed in 2005 and stipulates that such ads can not be aimed at minors and can not incite to using alcohol irresponsibly. A first extension was signed six years ago.
