A proposed revision to Belgium's alcohol-advertising warning — changing "the abuse of alcohol is harmful to your health" to "alcohol is harmful for your health" — has provoked fierce opposition from brewers. Industry leaders, led by AB InBev and the Belgian Brewers association, say the wording stigmatizes tradition and responsible drinking. Health experts and Belgium's Superior Health Council argue the move is either insufficient or necessary to better inform the public, citing WHO guidance that no alcohol level is risk-free. The change remains under parliamentary debate.
Belgium’s Brewers Clash With Government Over New Alcohol Warning
For many Belgians, the country's brewing tradition is a source of pride (Kenzo TRIBOUILLARD)
Belgium — a country renowned for its beer — is at the centre of a debate after authorities proposed tightening the health warning used in alcohol adverts by removing a single word.
The government asks that the current line, "the abuse of alcohol is harmful to your health," be replaced with a firmer message: "alcohol is harmful for your health." Health Minister Frank Vandenbroucke told AFP the change, announced in spring and still under parliamentary debate, aims to better protect minors and give adults clearer information about the risks of drinking.
Frank Vandenbroucke: "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."
Industry Backlash
Belgian brewers have reacted strongly, arguing the new wording risks stigmatizing an important national industry and responsible consumption. Global brewer AB InBev — maker of Stella Artois, Leffe and Hoegaarden — led a media campaign, including a full-page newspaper ad in August showing a smiling couple sharing a beer under the headline: "What's wrong with these moments?"
Krishan Maudgal, head of the Belgian Brewers association representing roughly 130 producers, described the government's approach as "paternalistic," arguing Belgians can moderate their drinking without state intervention. He pointed to long-term market trends: "Over the last 25 to 30 years, beer consumption in Belgium has fallen by almost 40 percent," he told AFP.
Health Experts Say Move Is Too Modest
Some public-health voices say the proposal does not go far enough. Belgium's Superior Health Council — which advises authorities independently — has urged a total ban on alcohol advertising and wants warnings placed directly on bottles and cans. In 2024 the council criticized industry slogans for underplaying risks, citing the World Health Organization's position that no level of alcohol consumption is safe for health.
Alcohol addiction specialist Martin de Duve, who runs a prevention charity, also condemned the industry response as irresponsible but noted how embedded beer is in Belgian culture: "Beer is deeply ingrained in Belgian society... yet it is by no means a harmless product," he told AFP.
The proposed change has sparked a polarized public debate between economic and cultural defenders of the brewing sector and health authorities pressing for stronger safeguards. The measure remains under discussion in parliament.
Help us improve.
