The Belgian Jury for Ethical Practices (JEP) has recorded a sharp increase in complaints and consultations regarding alcohol advertising since new restrictions came into force in January 2025.
Between January and August, 20 complaints concerning alcohol-related advertisements were filed, more than double the total for all of 2024, when eight cases were reported. In 2023, the figure stood at 12. Half of this year’s complaints targeted online campaigns, particularly on social media platforms.
The surge in cases comes after Belgium revised its alcohol advertising agreement, introducing bans on promotions near schools and on platforms popular with young audiences, such as TikTok and Snapchat.
The updated rules also prohibit the use of young influencers in marketing campaigns, a measure aimed at protecting underage audiences from exposure.
In response, JEP has modified a record 20 alcohol advertisements within the first eight months of 2025. All rulings and adjustments requested since January have been implemented, demonstrating a high level of compliance from companies.
Marc Frederix, chairman of the Council for Advertising, praised the industry’s willingness to adapt. “Companies are taking responsibility early and acting quickly when issues are raised. This approach could inspire other sectors. The new code shows that stricter rules can work effectively, even without legal mandates,” he said.
The heightened oversight has also encouraged businesses to seek guidance before launching campaigns. JEP received 15 pre-emptive consultation requests in 2025, compared with five in 2024 and 13 in 2023. Regulators say this trend reflects growing awareness among advertisers about the risks of breaching ethical guidelines.
Looking ahead, the Council for Advertising is preparing to integrate artificial intelligence into its monitoring process. The system, currently in development, is designed to scan thousands of ads and influencer posts in real time, flagging potential violations of advertising codes.
Industry observers believe this technological step could set a precedent for broader regulatory practices, particularly in the digital sphere where ads spread rapidly and often evade traditional oversight.
For now, Belgium’s stricter rules and proactive enforcement appear to be reshaping alcohol advertising practices, marking 2025 as a pivotal year in the country’s efforts to balance commercial interests with public health concerns.
