Belgian brewers say 'no' to alcohol warnings in drink ads

Belgian brewers are pushing back against a federal government proposal to tighten alcohol advertising rules, particularly a plan to mandate the phrase "alcohol is harmful to health" in all alcoholic beverage advertisements. The Belgian Brewers Federation argues this change, moving from "alcohol abuse is harmful to health," unfairly equates responsible drinking with abuse. The federation published an open letter criticizing the move, stating it fails to distinguish between abuse and responsible consumption. "While France defends its wine as cultural heritage and Italy proudly protects its Parma ham, Belgium chooses to point the finger at its own heritage and national pride. As if sharing a beer among friends now had to be justified," the letter reads. The brewers warn that Belgium would become one of the first countries to explicitly label beer as harmful. They also lament the stigmatization of moderate consumers and urge the government to reconsider the stricter measures. The proposed regulations come as Belgium prepares to celebrate the 10th anniversary of Belgian beer culture's inclusion in the UNESCO Intangible Cultural Heritage list.

“

While France defends its wine as cultural heritage and Italy proudly protects its Parma ham, Belgium chooses to point the finger at its own heritage and national pride. As if sharing a beer among friends now had to be justified.