A total ban on alcohol advertising will come into force on 1 January next on TikTok and Snapchat, and in cinema screenings in which at least 30% of the audience are minors.
There will also be a ban on alcohol advertising within 150 metres of schools.
These measures are the result of a new agreement on alcohol between the advertising industry, media and trade associations active in the distribution and production of alcoholic beverages.
In addition, brands will not be allowed to feature people under the age of 25 in alcohol advertisements.
"To prevent young people from being exposed to alcohol advertising on social networks, advertisers will also be required to use age filters," says Marc Frederix, chairman of the Conseil de la Publicité (Council on Advertising).
"If a social network does not offer these filters, we will apply a total ban on alcohol advertising on that platform," adds Frederix. "This is the case for TikTok and Snapchat, for example."
Regulations will also be tightened for influencers. Those who promote alcoholic beverages will have to be at least 25 years old and appear to be that age.
The aim of these rules is to better protect young people against alcohol abuse.
Almost one in three young people under the age of 16 drinks alcohol regularly, including one in five who do so both during the week and at weekends, according to figures from the Federal Public Health Department.
