Brussels, Belgium – From April 1, 2025, tobacco products will no longer be openly displayed in Belgian shops, as part of the government’s latest effort to curb smoking rates across the country.
The new regulation applies to all tobacco items, including cigarettes, cigars, rolling papers, and vaping products, which must be kept out of sight in stores.
The measure is aimed at discouraging impulse purchases, particularly among young people, by reducing visibility. Health officials argue that restricting the display of tobacco products will help curb smoking initiation and encourage existing users to quit.
Shops Face Heavy Fines for Non-Compliance
The law will apply to a broad range of retailers, including supermarkets, newsagents, petrol stations, and duty-free shops. While tobacco products will still be available for purchase, they must be stored in closed cabinets or behind the counter, hidden from customers’ view.
Non-compliance with the law could result in severe financial penalties. Retailers who fail to adhere to the regulation risk fines ranging from €2,000 to €800,000. Repeat offenders could even face jail time.
To ease the transition, shop owners have been granted a one-year adjustment period before enforcement begins in April 2025. However, officials are urging businesses to prepare now to avoid last-minute challenges.
Part of a Broader Anti-Smoking Strategy
The display ban is the latest step in Belgium’s aggressive anti-smoking campaign. Earlier this year, cigarette prices increased by €2 per pack, and further restrictions on smoking in public places are set to take effect in 2025.
The government’s goal is to reduce smoking rates and protect public health, particularly among young people.
According to the Belgian Cancer Foundation, nearly 25% of Belgians still smoke, with 19% smoking daily. Tobacco remains the leading preventable cause of cancer in the country, responsible for approximately 40 deaths per day.
Health advocates have welcomed the move, arguing that reducing tobacco visibility is a crucial step in the fight against nicotine addiction.
Studies suggest that impulse purchases of cigarettes often occur when consumers see them at checkout counters. By removing these visual triggers, officials hope to reduce the number of new smokers and help existing smokers quit.
Mixed Reactions from Retailers and Smokers
While health experts praise the regulation, some retailers have expressed concerns over its impact on sales and daily operations.
Newsagents and small shop owners, who rely on tobacco sales for a significant portion of their revenue, worry about potential financial losses.
“Many of our customers buy cigarettes when they see them at the counter. If they are hidden, people might buy less, and that could hurt our business,” said one Brussels-based newsagent.
Smokers have also voiced mixed opinions. Some believe the measure is unnecessary, arguing that adults should have the right to make their own purchasing choices without additional restrictions.
Others, however, acknowledge that reducing visibility may help those trying to quit. As the deadline approaches, Belgian retailers are being urged to comply with one of the most significant changes in the country’s tobacco regulations in years.
Whether this move will lead to a decline in smoking rates remains to be seen, but officials are hopeful it will be a step towards a healthier Belgium.
