Puff, tobacco sales, sanctions: what awaits Belgium in the coming months

In Belgium, the Parliament has approved a series of measures to combat smoking, which will be gradually implemented in the coming months. Although Belgium is currently in a period of acceleration of its policies to combat tobacco and nicotine consumption, the Cancer Foundation nevertheless deplores the delay in measures to help people quit.

In March 2024, Belgium obtained authorisation from the European Commission to ban the trade in disposable electronic cigarettes (puffs), considering that such a measure was “justified, necessary and proportionate”.

Belgium confirms the end of temporary sales locations

As of January 1, 2025, the sale of tobacco products in temporary points of sale will no longer be permitted, as may be the case at festivals, with the aim of targeting younger generations. As of April 2025, food stores larger than 400 square meters will no longer be allowed to sell tobacco.[i]. At the end of 2023, this ban was brought forward by six months, initially planned for 2026. However, the hotel, restaurant and cafe sector will still be allowed to sell these products.

Tobacco and nicotine products made invisible

Furthermore, from 1 April 2025, the display of tobacco products at points of sale will be prohibited. This ban applies to all tobacco products, but also to related products such as leaves or filters, or even herbal smoking products and associated devices. Vaping products are also affected by this display ban. This measure is part of the protection of young people with regard to tobacco and nicotine, and more generally in a policy of denormalization of the products associated with them.

Ban on sales to minors: Belgium strengthens sanctions

In August 2023, a study revealed that the ban on the sale of tobacco or electronic cigarettes was not being respected by 70% of traders in Belgium[1]. These results, provided by the Consumer Products Inspection Service, also highlight the recurring presence of illegal advertising at the point of sale. Faced with this observation, the Belgian public authorities have decided to strengthen the sanctions, now allowing the court to impose on manufacturers a temporary ban on the sale of tobacco products that have been advertised, for a minimum period of one to five years.

This situation echoes that of France: in 2022, a study carried out by the Audirep Institute for the National Committee against Smoking estimated that two-thirds of tobacconists do not comply with the ban on the sale of tobacco to minors.[2]. More recently, a study by the same association shows that 41% of tobacconists sell disposable electronic cigarettes to adolescents, and that 81% of young smokers aged 17 say they have not been subject to any age checks in the last twelve months when they wanted to buy tobacco.[3].

Belgium's delay in supporting weaning

The Cancer Foundation nevertheless regrets Belgium's delay in supporting smokers in quitting. The foundation notes the existence of a political consensus on the need for such a policy, however there are divergences regarding the methods of financing such a policy, with the French-speaking parties aligning themselves with an allocation of federal taxes collected on tobacco sales, while the Flemish parties are more interested in the regions themselves allocating the funds to finance support for quitting. The foundation believes that such a policy is all the more urgent since Belgium has increased taxation on tobacco products by 25%.

Keywords: Belgium, Puff, Tobacco

©Tobacco Free Generation

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[1] Public health, Results of the summer 'mystery shopping' campaign, 08/25/2023, (accessed 03/27/2023)

[2] National Committee against Smoking, Two-thirds of tobacconists sell tobacco to minors in France, a damning observation, 10/03/2022, (accessed 27/03/2024)

[3] National Committee against Smoking, Tobacco and vaping, very accessible for minors in tobacconists, 03/24/2024, (accessed 03/27/2024)

[i][i] Cancer Foundation, New measures against tobacco, 03/15/2024, (accessed 03/27/2024)