Belgium launched one of Europe’s most aggressive anti-tobacco campaigns, implementing a package of stringent new measures, including a groundbreaking ban on shop displays of tobacco products.
The flagship measure prohibits shops and newsagents from displaying cigarettes, e-cigarettes, cigars, and even rolling papers behind counters, an expansion of Belgium’s 1977 tobacco law. Public health officials say hiding tobacco aims to “denormalise smoking and curb impulse buys,” particularly among youth.
Additional restrictions now in place include a ban on the sale of tobacco products in major supermarkets including Delhaize, a ban on cigarette sales at music festivals, and the extension of smoke-free zones around schools, hospitals and playgrounds.
The Belgian-Luxembourg tobacco lobby, Cimabel, slammed the rules as “incomprehensible self-sabotage,” predicting they would fuel illegal trade.
It is surprising that a government looking for more income is shooting itself in the foot in this incomprehensible way.
Vendors face steep penalties, fines of up to €800,000 and even imprisonment for violations.
Belgium has emerged as a regional leader in tobacco control after becoming the first EU country to ban disposable vapes in January. The government cites rising youth vaping and environmental harm from e-waste as key motivators.
Alongside 11 other EU nations, Belgium recently urged the EU Health Commissioner to accelerate anti-tobacco proposals, particularly targeting novel products. With 24% of Belgians still smoking (19% daily), according to the Belgian Cancer Foundation, the government shows no signs of easing its unprecedented crackdown.
The latest salvo solidifies Belgium’s position at the forefront of Europe’s war on smoking, even as the industry warns of unintended consequences.
