The rules for food advertisements targeting young people are set to be stricter in Belgium, according to the Belgian Food Industry Federation (Fevia), the trade federation Comeos, the Belgian Advertisers Association (UBA) and the Advertising Council at a press conference on Tuesday.
The measure, known as the Belgian Food Advertising Code, will come into force on 1 January 2026 and aims to better protect consumers under the age of 16 from marketing products considered unhealthy.
"This is a big step forward for the protection of young people and children," said the Fevia CEO, Bart Buysse. He emphasised that the new code is "a flexible instrument that takes into account trends on social media and in influencer marketing."
The code, which replaces and extends the previous "Belgian Pledge," notably raises the age limit for the protection of young people. From now on, advertising for food and drinks that do not meet strict nutritional criteria will no longer be allowed to target children under the age of 16. Previously, the rule was applicable to those under 13.
This change affects around 380,000 additional young people, according to the federations.
The measure also stipulates that the ban on advertising for this type of product applies not only in primary schools but also in secondary schools and within a wider perimeter of 150 metres around these establishments. The rules governing advertising on social media and through influencer marketing have also been clarified and strengthened.
The Advertising Ethics Jury (JEP) will be responsible for ensuring that the new standards are applied, handling complaints and advising companies. Practical tools and an implementation guide are being made available to the sector to ensure a smooth transition.
The federations say that this self-regulation initiative aims to promote a more "responsible" advertising environment. "With this new step, the sectors are reaffirming their commitment to maintaining a current and relevant self-regulatory approach," they emphasised.
Just before the press conference, the NGO Fian Belgium, which defends the right to food for all, staged a protest outside the Comeos offices. The aim was to denounce the limitations of self-regulation.
However, the federations were keen to defend their approach. "Society is changing and expectations of the food industry are growing. Self-regulation gives us the ability to respond more quickly than a legislative framework while involving civil society and experts in the discussion," explained Dominique Michel, CEO of Comeos.
Self-regulation "encourages companies to go beyond minimum requirements, where legislation is limited to enforcing strict compliance with the rules," added Buysse.
