Belgium: The Cancer Foundation launches its fourth “Buddy Deal”

The Cancer Foundation is launching the "Buddy Deal" for the fourth time. This month-long challenge involves participants committing to quitting all tobacco and vaping products during the month of May. This initiative aims to curb smoking in Belgium, where nearly a quarter of the population smokes—a situation that causes approximately 300,000 illnesses and 14,000 premature deaths each year. Furthermore, according to the public health institute Sciensano, 73.5% of smokers express their desire to quit.

One month without tobacco increases the chances of quitting by 5

The principle of this month is that a “buddy,” whether a friend, family member, or colleague, accompanies and encourages the smoker who adheres to the challenge for a month, and promises them a small reward if they succeed. For its part, the Cancer Foundation sends advice by email throughout May, provides videos and testimonials from ex-smokers as well as a closed Facebook group to exchange with other participants, and offers a “support kit” sent by mail. The goal is to go at least one month without smoking or e-cigarettes.

The Foundation emphasizes the importance of the first few weeks of quitting smoking and aims to provide additional support during the first month to prevent relapses.[1]. According to studies, this first month without smoking increases the chances of quitting for good by five times. The majority of smokers want to quit, but few succeed on their own. Support from a healthcare professional is a valuable aid, increasing the chances of successful cessation by almost 70%. All these stakeholders play a decisive role by providing appropriate support at each stage of the quitting process, whether immediate or planned for the longer term.

The benefits of quitting smoking are rapid and significant.

One month is considered as the period “ ideal for reducing physical dependence and developing new habits ", explains the organization. After 24 hours, the lungs begin to cleanse themselves. After 48 hours, the sense of smell and taste improve. After 72 hours, breathing is smoother, with less risk of shortness of breath. Finally, after 2 to 12 weeks, blood circulation improves.

The risk of heart disease is halved after one year, as is the risk of stroke, oral, esophageal, and bladder cancer after five years, and lung cancer after 10 years, the foundation added. The risk of stroke returns to the same as for someone who doesn't smoke.[2].

The Cancer Foundation reminds us that overcoming nicotine addiction is possible, and 2 million smokers have already succeeded in quitting thanks to this challenge. Other Belgian organizations, such as the Walloon Tobacco-Free Plan (PWST), with the support of the Walloon Region, are also planning their smoking and vaping prevention and cessation campaign in May, "Together towards a new lease of life." Smokers are encouraged to take up sports, develop new activities, and explore new cultural discoveries to support their smoking cessation efforts.

At the national level, Belgium is currently one of the most committed countries in the fight against tobacco and vaping. Faced with high prevalence and given violation rates of up to 80% in Brussels-Capital regarding regulations banning attractive designs and slogans for vaping products,[3], the country has decided to strengthen its legislative framework. Since April 1, 2025, the public display of tobacco products, smoking materials, as well as e-cigarettes and their refills is prohibited both inside and outside points of sale. Offenders face fines ranging from €2,000 to €800,000.[4]At the same time, the country has adopted significant tax increases and plans to gradually expand the number of smoke-free spaces over the course of the year.

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[1]The Brussels Times With Belga, 'Buddy Deal' to quit smoking together launched in Belgium, The Brussels Times, published April 9, 2025, accessed April 9, 2025

[2]Cancer Foundation, Buddy Deal, Edition 4: Here we go!, published April 8, 2025, accessed April 9, 2025

[3]Tobacco-free generation, Belgium: Half of vaping retailers sell illicit products, published January 13, 2025, accessed April 9, 2025

[4]Tobacco-free generation, Belgium: Tobacco and vaping products can no longer be displayed in stores, published April 3, 2025, accessed April 9, 2025

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