Introduction

As of January 1, 2026, the Belgian Food Advertising Code will come into effect. Belgian food companies, retailers, restaurant chains and caterers will apply stricter rules regarding advertising aimed at children and young people. 

From that date, advertising for food and beverages that do not meet specific nutritional criteria will be banned for children under the age of 16. The advertising ban is extended from primary to secondary schools and applies within a 150-meter radius. Rules on social media are also being strengthened.

Does your company advertise food products and want to ensure compliance with the new rules? Then don’t miss this webinar!

What will you learn?

• A clear overview of the most important changes since the Belgian Pledge
• How to correctly apply the new age limit of 16 years across TV, online, and outdoor channels
• Concrete guidelines for influencer marketing and advertising near schools
• Answers to frequently asked questions about the practical implementation of the new rules

For whom?

This webinar is specifically designed for companies that produce food advertising, as well as for those involved in creating such advertising (on behalf of clients).

Language

This session will be held in Dutch.

Speakers

• Marc Frederix (Advertising Council)
• Emilie Noé (Fevia)
• Anne-Laure de Hults (UBA)
• Sofie Dejaeger (Jury of Advertising Standards)
• Petra De Roos (ACC)
• Sascha Van Der Borght (Publicis)
• Gert Van Loock (Comeos)

Related session

A French session is scheduled for 2 October 2025.

Questions?

Do you have any questions about how the new rules apply? Send them by email to annelaure@ubabelgium.be, and we’ll do our best to answer them during the webinar.