Belgian brewers oppose a plan to change the warning on alcohol ads from “the abuse of alcohol is harmful to your health” to “alcohol is harmful for your health.” The government says the change would protect minors and inform adults; parliament is still debating it.
AB InBev and other industry players have campaigned against the change, arguing that it fails to distinguish alcohol abuse from “responsible” drinking. Belgian Brewers association head Krishan Maudgal called the approach “paternalistic” and said beer consumption in Belgium had fallen almost 40 percent over the past 25 to 30 years.
Belgium’s Superior Health Council has for years called for a total ban on alcohol advertising and wants health warnings on bottles and cans. In 2024, it said industry slogans do not sufficiently emphasize alcohol’s dangers and can cause confusion, citing the World Health Organization’s position that no level of alcohol consumption is safe for health.
