Belgian food and retail companies will enforce stricter advertising rules from January 1, 2026, raising the age limit for marketing to minors from 13 to 16. Products that do not meet defined nutritional criteria may no longer be promoted to children or young people under the age of 16, according to the Belgian Food Industry Federation (Fevia). The advertising restrictions will now also apply to secondary schools in addition to primary schools and be effective within a 150-meter radius around such establishments. According to Fevia, the guidelines will cover social media advertising and have clear definitions.
