Belgium Cracks Down on Influencers Promoting Tobacco Products

Belgium is intensifying its efforts to combat the promotion of tobacco and nicotine products on social media. The Minister of Health has announced increased surveillance and stricter sanctions against influencers who violate advertising bans. This move aligns with the nation's strategy to create a tobacco-free generation, particularly targeting younger audiences susceptible to online marketing tactics.

Key Takeaways

• Belgium is enhancing monitoring and penalties for influencers promoting tobacco and nicotine products.

• The government is allocating increased funding to bolster inspection services for online commerce and advertising.

• The ban on tobacco advertising extends to social media platforms, including "behavioral placements."

• Seven influencers have already been identified for promoting an online e-cigarette store.

Social Media's Role in Tobacco Promotion

Social networks have become a significant avenue for commercial promotion, with tobacco manufacturers being early adopters. Companies are investing heavily to market new products like heated tobacco, capsule e-cigarettes, and nicotine pouches, alongside conventional tobacco items. Research indicates a substantial number of Instagram posts promoting tobacco and nicotine products, far outweighing counter-marketing efforts. These platforms are particularly concerning due to their widespread use among teenagers and young adults, who are highly susceptible to influence through identification and mimicry.

Reinforcing Advertising Bans

Belgian Minister of Health, Frank Vandenbroucke, emphasized that the ban on advertising tobacco and nicotine products applies to all channels, including social media. This initiative is part of the "Interfederal Strategy 2022-2028 for a Tobacco-Free Generation." Starting January 1, 2025, a reinforced budget over three years will increase the staff of the Federal Public Service for Public Health's inspection service. This will allow for better supervision of online commerce and advertising, distinguishing influencer infringements from other advertising violations.

"Behavioral Placements" Under Scrutiny

Lawmakers are also focusing on subtler forms of promotion, such as "behavioral placements." This refers to influencers displaying smoking behaviors, like holding a cigarette, which can be perceived as disguised advertising. Such content, often seen on platforms like TikTok and Instagram, leverages the power of social networks to influence younger demographics. A meta-analysis by Truth Initiative has shown that exposure to such content on social media can strengthen product adherence, facilitate initiation, and reinforce usage habits, while also serving as a channel for misleading information.

Enforcement and Resources

Many countries, adhering to the WHO Framework Convention on Tobacco Control, have banned tobacco advertising, promotion, and sponsorship. However, enforcing these bans, especially concerning online communications, remains a challenge. Belgium's increased budget aims to provide the necessary resources, including enhanced human and technical capabilities for the inspection service, to rapidly identify and address violations on the internet and social media. Seven influencers have already been flagged for promoting an online e-cigarette store, though their identities have not been disclosed.