Advertising around schools: a clear framework for Out-of-Home

Two sector initiatives, one clear zone around schools

Since January 1, 2025, the Alcohol Convention has prohibited advertising for alcoholic beverages within a 150-metre radius around schools. Since January 1, 2026, the BeFAC Code (Belgian Food Advertising Code) introduces a similar measure for food products that do not meet nutritional criteria. Together, these frameworks provide a clear basis to limit young audiences’ exposure to certain commercial communications.

A harmonised methodology with Out-of-Home

To ensure a concrete, consistent and transparent application, the partners of the conventions worked closely with the Association des Exploitants d’Affichage (AEA). This collaborative approach resulted in a common methodology based on a harmonised reference list of schools (based on Eurostat data and available here), a standardised calculation of the 150-metre radius “as the crow flies”, and regular updates of the data and affected advertising inventory. This methodology ensures an objective and consistent application across the entire territory.

A clear perimeter and operational rules

The rules apply to fixed outdoor advertising formats located in the public domain, such as billboards, bus shelters and totems. The following are not covered by the scope:

• advertising directly linked to a business activity on-site
• advertising on vehicles, unless they are clearly positioned for advertising purposes
• advertising on private property/buildings, unless visible from the public road and placed at the initiative of a professional operator
• indoor advertising (such as in shopping centres, airports, train stations and sports facilities)

Shared and structured responsibility

The proper application of these rules relies on close collaboration between all market players.

Advertisers play a central role: they must clearly indicate, when requesting a campaign, whether it falls under the prohibition rules. In case of doubt, they are encouraged to seek prior advice from professional associations or the Jury of Advertising Ethics (JEP) before any campaign is launched.

Agencies, media owners and other partners commit, each at their level, to implementing the necessary measures to ensure compliance with the rules.

A clear framework for the market

These implementation notes aim to provide operational clarity for the entire market, while supporting the objective of protecting young audiences.

They represent an important step in the concrete implementation of the Belgian advertising sector’s self-regulatory commitments.

To support stakeholders in understanding and applying these rules, a webinar will be held on May 19 at 2:00 PM, during which the key provisions will be presented and explained in detail. More information and registration here.