Belgian organizations call for junk food ad ban

Dozens of Belgian organizations are demanding the government ban junk food advertising, urging Health Minister Frank Vandenbroucke to "take action." The coalition includes mutual insurance providers, consumer advocacy groups, and health prevention organizations.

In a letter, the groups highlighted the significant health and financial burden of poor diets in Belgium. They cited Sciensano data indicating nearly 18% of the population is obese and 50% is overweight. The OECD estimates that 11-14% of annual Belgian deaths are linked to poor nutrition, with associated healthcare costs for conditions like heart disease, diabetes, and cancer exceeding 27 billion euros each year. This burden, they argue, strains the social security system, hospitals, and families.

The signatories also expressed concern over current advertising regulations, stating they offer "very few guarantees for children." They referenced a Superior Health Council opinion and a study presented at the European Congress on Obesity in May 2025, which found that just five minutes of junk food advertising can encourage excessive calorie consumption in children aged 7 to 15. The groups believe a ban would be popular, with 66% of Belgians reportedly in favor.

Referencing the United Kingdom's recent ban on advertisements for high-fat foods between 5:30 a.m. and 9 p.m., the organizations concluded, "The quality of our health depends on the quality of our laws."