In a bid to enhance public awareness of the perils of alcohol abuse, the alcohol sector is poised to overhaul its marketing strategies by incorporating the new cautionary message 'Alcohol abuse harms health' into ads from this summer.
However, despite the announcement, uncertainty looms as Health Minister Frank Vandenbroucke (Vooruit) asserts that no definitive decisions have been made.
The impending alteration was initially outlined in the interfederal alcohol plan endorsed last year, which mandated the introduction of revamped health communications in alcohol advertising. Shedding light on this shift, the sector disclosed in a recent press release that slogans such as 'Beer brewed with love, drink in moderation' will be phased out in the coming months.
Instead, all commercial promotions for alcoholic beverages will be obliged to incorporate the new cautionary message 'Alcohol abuse harms health' from 1 July. However, a grace period until 1 January 2025 has been extended for printed materials still bearing the old slogan.
Despite the impending rollout, Vandenbroucke's office has professed ignorance regarding these developments, raising questions about the coherence of the decision-making process.
'Under consideration'
In response, the cabinet clarified in a statement published in De Morgen: "The new slogan has not yet been decided. This is just a proposal under consideration." They elucidated that the Superior Health Council is currently evaluating various options grounded in scientific evidence, with a final decision anticipated in April.
Nonetheless, the sector's proactive approach has raised eyebrows, with some questioning whether they are circumventing ministerial oversight. Geert Van Lerberghe, General Manager of Vinum Et Spiritus, the Belgian federation of the wine and spirits sector, rebuffed such claims.
"Even before the alcohol plan, we were contemplating a new slogan," he told De Morgen. Van Lerberghe revealed that they apprised the Minister of their intentions before Christmas but received no response.
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The proposed alteration in alcohol advertising aims to provide consumers with clearer, more forceful communication regarding alcohol abuse and its associated health risks.
Embracing a similar directive already adopted in France, proponents argue that familiarity with the message among some Belgians will facilitate its reception. Furthermore, the initiative aligns with the Interfederal Plan 2023-2025 aimed at curbing harmful alcohol consumption.
Advertising regulations in Belgium are governed by a covenant mandating educational messaging, overseen by the Jury for Ethical Practices (JEP). In the event of infractions, the JEP reserves the authority to demand amendments to advertisements or halt their dissemination.
