In Belgium, a discussion has erupted this week about plans to add a new warning to alcohol advertisements: "alcohol harms health." Scientifically, there is little to dispute about this, but enthusiasts find the campaign patronizing.
"We ourselves know that we should not eat too much sugar, salt, and red meat. We also know that about alcohol," responds Walter De Donder, mayor of the beer town Affligem (also known in the Netherlands as gnome Plop and mayor from Samson and Gert). He signed the appeal of Belgian brewers to reconsider the rule.
"Enjoying a glass of alcohol can perfectly go together with being informed," counters supporter Tina Van Havere, Flemish parliament member of the social-democratic Vooruit. "Those who know the risks can make more conscious choices about when to drink, when not, less often, less quantity, or consciously alcohol-free. The choice remains with each of us."
Nostalgic
The Belgian government decided earlier this year to tighten the alcohol rules. Giving out free samples will be restricted, influencers with a young audience may no longer promote alcohol. And the current warning on alcohol advertisements will be made stricter: in the phrase 'Alcohol abuse harms health,' the word 'abuse' will soon be removed.
One hundred brewers and a thousand other stakeholders protested this week in a full-page advertisement in the newspapers. "A pint in Belgium is more than a product, it is connectedness."
"A terrace filling up at the first ray of sunshine. The bar of a pub after a football match. A table where three generations toast at a birthday," the opponents depict. According to them, the new warning equates "a single fresh print or every glass of wine with an attack on your health."
Nonsense, writes politician Van Havere in an opinion piece in De Morgen. "It is not an attack on a sector, but help for an informed choice." She already expected resistance to the tightening.
Supporters point to the conclusions of the World Health Organization that alcohol increases the risk of at least seven types of cancer, for example breast, colon, and liver. This is aside from the damage caused by addictions, domestic violence under influence, or traffic accidents.
"The alcohol industry sometimes acts as if there are two groups of people: people with an alcohol problem and everyone else," says director Kathleen Peleman of the Flemish expertise center Alcohol and other Drugs. "But alcohol also causes harm without there being addiction."
Proud beer country
Mayor De Donder calls it all patronizing at the VRT, "as if we really have to fear for our health with every glass of beer." Especially in beer country par excellence Belgium, it touched the enthusiast in his soul. "Italy is known for prosecco, France for wine, Belgium for beer. There is nothing wrong with that, we should be proud of it."
Van Havere thinks that one word less in the warning does not diminish it. "I also like to drink a glass myself. But precisely for that reason, I want to know what I drink. Not only the calories on the label, but also what it can do to my body and the people around me."
She only welcomes the recent discussion: never before has the subject been so high on the agenda in the country. "Not the intention of the brewers, but ours when we had this written in the coalition agreement," she laughs. "So, dear brewers: thank you for the visibility."