Belgian mayor opposes strict alcohol ad rules, citing 'enjoyment'

Walter De Donder, the mayor of Affligem and a familiar face from the children's show "Samson en Gert," has spoken out against proposed stricter regulations on alcohol advertising in Belgium. The new rules would require the slogan "alcohol harms health" to accompany all alcohol advertisements, a measure De Donder finds excessively paternalistic.

"It comes across as very patronizing, as if we have to fear for our health with every glass of beer," De Donder stated. He has lent his support to an open letter initiated by the Belgian Brewers' association, "Brouwersvereniging Belgische Brouwers," which seeks to halt the implementation of this measure. The proposed slogan would appear on all alcohol advertising, though not on labels or packaging.

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Italië staat bekend om prosecco, Frankrijk om wijn, België om bier. Daar is niets fout mee: we moeten er trots op zijn.

De Donder, whose town is internationally recognized for its beer, argues that Belgium, like Italy with prosecco and France with wine, should be proud of its beer culture. He views a glass of alcohol as a "connecting factor" in community life, essential for social gatherings, festivals, and events. While acknowledging that alcohol should be consumed in moderation, he believes the government should not dictate personal choices regarding food and drink.

He distinguishes the proposed warning from the current one, "Alcohol abuse harms health," arguing that the change in wording makes it sound overly cautionary. "We should still be allowed to enjoy ourselves a little," he remarked. De Donder's stance places him at odds with his own party, CD&V, which is part of the federal government implementing the new regulations. He asserts that his position reflects the sentiments of his constituents in Affligem.

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Een glas alcohol is een verbindende factor in onze gemeenschap.