The Belgian beer industry opposes the mandatory inclusion of the warning "alcohol is harmful to health" in all beer advertisements.
The Belgian beer industry has expressed opposition to the recent mandatory requirement that all beer advertisements include this warning.
According to a report by the local media "Brussels Times" on August 27th, the Belgian Brewers Association expressed dissatisfaction in an open letter, stating that the Belgian beer industry (which has been recognized by UNESCO as a human intangible cultural heritage) is suffering losses due to this measure.
They strongly protested, arguing that mandating such a strict warning label in eoe beer advertising cans make drinkers of Belgian beer feel guilty, while Belgian beer is a cultural heritage that the Belgians are proud of. They pointed out: "France protects wine, Italy protects Parma ham, regarding them as a proud cultural heritage, but Belgium is denying its own traditions and national pride."
In 2016, UNESCO recognized Belgian beer culture as a human intangible cultural heritage. Belgium has over 1,500 types of beer, brewed and consumed using unique brewing methods passed down for hundreds of years.
The association also emphasized that the government must distinguish between excessive drinking and "responsible drinking", and also stressed the efforts made by the brewing industry to support the solution of alcoholism and addiction problems.
The Belgian government passed a law in March requiring all beer advertisements to include the words "alcohol is harmful to health" and prohibiting the free distribution of alcohol for promotional purposes.
It was reported that the Belgian Brewers Association initially proposed using "excessive drinking is harmful to health" as the mandatory warning, but Belgian Health Minister Frank Van den Bulck rejected this proposal.
Van den Bulck stated that although Belgians do like beer, "alcohol is harmful, and we are all very clear about this."
Meanwhile, the Belgian health authorities stated that this measure is far from meeting the experts' proposal of a complete ban on alcohol advertisements.
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