Brewers from Belgium are opposing a proposed change to the state health warning that removes the word 'abuse,' replacing the phrase with a statement that 'alcohol is harmful to health.' They argue that such a change unfairly stigmatizes the country's rich brewing heritage instead of focusing efforts on combating irresponsible consumption.
In a country renowned worldwide for its beer, the proposal to alter warnings on alcoholic beverage advertising has caused concern among Belgian brewers. The controversial change involves removing one key word from the current warning, which states: 'Alcohol abuse harms your health,' and replacing it with 'Alcohol is harmful to your health.'
Health Minister Frank Vandenbroucke stated that this change, announced in the spring and still under parliamentary discussion, is justified by the need for better protection of minors and informing adults about consumption risks.
He noted in his statement: 'Alcohol is harmful. Everyone is free to decide how much they drink, but as government bodies, we want to provide young people and adults with accurate information. That is the goal of the new warning.'
However, brewers have come out against this move, arguing that it threatens to stigmatize an important sector of the Belgian economy. Leading this campaign is AB InBev, the world's largest brewer, which produces local hits such as Stella Artois, Leffe, and Hoegaarden.
Along with other industry representatives, they launched a campaign aimed at changing public opinion in the Belgian press. In August, the group placed a full-page advertisement in local newspapers, depicting a smiling couple sharing a beer, under the slogan: 'What's wrong with these moments?'
The accompanying text directly criticized the new warning, condemning it for failing to distinguish between alcohol abuse and 'responsible' consumption. It stated: 'Belgium has decided to target its own traditions, which are a source of national pride.'
The leader of the industry's opposition is Krishan Mudgal, head of the Belgian Brewers Association, which represents about 130 producers. Speaking to AFP, he condemned the government's 'paternalistic' approach, stating that Belgians are capable of regulating their consumption without state interference.
He referred to market trends, noting that 'beer consumption in Belgium has decreased by almost 40 percent over the last 25–30 years.'
Nevertheless, some of the country's health experts believe that the government's latest initiative is insufficient. The Belgian Health Council, which provides independent advice to authorities, has been calling for a complete ban on alcohol advertising for years.
This council also insists on placing warnings on bottles and cans, accusing the government of timidity. In 2024, the council wrote, citing the World Health Organization, that 'industry slogans do not sufficiently emphasize the dangers inherent in alcohol consumption and even contribute to confusion,' as there is no safe level of alcohol consumption for health.
Alcohol addiction specialist Martin De Duve agrees with this view, criticizing the 'irresponsibility of manufacturers.' The doctor, who runs a prevention charity, stated: 'They are exaggerating; we are just talking about changing one sentence in an advertisement.' He added that beer is 'deeply rooted in Belgian society' but is 'by no means a harmless product.'