An increasing number of Flemish cities and municipalities are restricting alcohol consumption in public spaces, while Belgium is also preparing stricter rules for alcohol advertising. Together, the measures reflect a broader shift in attitudes towards alcohol, although the sector is pushing back against what it sees as growing stigmatisation.
More alcohol-free zones
The Association of Flemish Cities and Municipalities (Vereniging van Vlaamse Steden en Gemeenten, VVSG) says it is receiving more enquiries from local authorities about introducing alcohol bans, Gazet van Antwerpen reports. Of Flanders’ 13 major cities, at least 10 now have permanent or temporary alcohol bans covering multiple locations, often in city centres and around railway stations.
An alcohol ban prohibits drinking alcohol in designated public areas and carrying an open bottle or can containing alcohol. Violations can result in an administrative fine of up to €500. The restrictions can be permanent or temporary and are intended to address problems such as noise, litter and antisocial behaviour. They do not apply to alcohol consumed on licensed café or restaurant terraces.
Several municipalities in the province of Antwerp have introduced such measures. Sint-Katelijne-Waver imposed a temporary ban during a festival earlier this month, while Boom has an alcohol-free zone in its town centre from 1 April through 30 September.
Fewer complaints in Malle and Rijkevorsel
Local authorities with longer experience of the policy generally report positive results. In Malle, an alcohol ban has been in force during weekend nights and the nights before public holidays since 2022. Mayor Sanne Van Looy (N-VA) said the measure was introduced when nuisance was severe, including broken glass that caused punctured tyres, and that complaints had fallen sharply since then. Fears that the nuisance would simply move elsewhere have also not materialised.
Rijkevorsel introduced an alcohol ban covering its town centre both during the day and at night in 2023, after attempts to tackle a persistent group of drinkers had failed. Mayor Dorien Cuylaerts (N-VA) said the measure had proved effective and remained in place because there had been no complaints.
Other municipalities have taken a more targeted approach. Geel introduced an alcohol ban between January and October 2024 but decided not to extend it after the people responsible for the nuisance had either left or were being dealt with individually.
Antwerp expands its approach
The City of Antwerp has used alcohol bans since 2011, initially around De Coninckplein and Koningin Astridplein and later in areas including Sint-Jansplein and the historic city centre. The city says an initial “waterbed effect”, in which nuisance shifted to neighbouring areas, disappeared after the restricted zones were expanded. It now reports fewer recorded incidents in areas where the ban has been in place for several years.
Around 600 police reports for violations are issued in Antwerp each year, with fines of up to €500. People who breach the ban and have an addiction problem can be referred to support services. City authorities argue that the policy also allows police to act proactively rather than waiting for nuisance to occur.
Stricter rules for alcohol advertising
The restrictions are part of a wider debate about alcohol policy in Belgium. In March, the federal government agreed on stricter rules for alcohol advertising. A new health warning stating that “Alcohol harms health” will have to appear in alcohol advertisements, replacing the existing warning about alcohol abuse. Free alcohol distribution with magazines will also be prohibited, while influencers and media outlets with large young audiences will be barred from advertising alcoholic drinks.
The new rules are intended in particular to reduce young people’s exposure to alcohol marketing. Health Minister Frank Vandenbroucke (Vooruit) has argued that alcohol is associated with serious cancers and addiction, while maintaining that adults remain free to decide whether and how much they drink.
Brewers push back
Belgian Brewers, the umbrella organisation representing the country’s brewing sector, is now calling on the federal government to reconsider the advertising rules, Belga reports. An open letter signed by 100 brewers and around 1,000 other people from the sector argues that the new warning unfairly stigmatises the industry and fails to recognise Belgium’s beer culture, which is recognised by UNESCO as intangible cultural heritage.
The brewers say they support efforts to combat alcohol abuse and initiatives such as the BOB designated-driver campaign, but argue that this can be done without portraying the entire sector negatively. They also point to the industry’s economic contribution, including investments and thousands of jobs.
Health experts reject industry’s argument
Health experts reject that argument. The Flemish Centre of Expertise on Alcohol and Other Drugs (Vlaams expertisecentrum Alcohol en andere Drugs, VAD) has backed the new warning, describing the brewers’ campaign as a desperate attempt by the alcohol lobby to resist tighter regulation. VAD director Katleen Peleman has also argued that the traditional association between alcohol, conviviality and social cohesion is becoming less relevant, noting that younger people are drinking less and less frequently.
Psychiatrist and addiction expert Geert Dom of the University of Antwerp similarly argues that the new warning does not amount to a ban on alcohol or an attack on social drinking. Rather, he says, it simply points out a potential health risk. According to Dom, the risks associated with alcohol begin with the first drink, even though they may initially be small.
Alcohol consumption is associated not only with addiction but also with organ damage, increased cancer risks and social problems including aggression and road accidents. At the same time, alcohol-free alternatives are becoming increasingly widespread. A Horeca Vlaanderen survey last year found that 94% of Flemish food and drink establishments had expanded their range of non-alcoholic options.
A changing relationship with alcohol
The combination of public-space bans, tighter advertising rules and the growing popularity of alcohol-free drinks points to a gradual change in Belgium’s relationship with alcohol. Drinking is not being prohibited, but public authorities and health experts are increasingly treating alcohol as a product with significant social and health risks rather than as an entirely harmless part of everyday life.
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