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

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

In March 2024, Belgium obtained authorization 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 pop-up sales locations

As of January 1, 2025, the sale of tobacco products in pop-up outlets will no longer be permitted, as may be the case at festivals, with the aim of targeting younger generations. From 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, as of April 1, 2025, the display of tobacco products at points of sale will be prohibited. This ban applies to all tobacco products, as well as related products such as leaves or filters, as well as 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, a policy of denormalizing 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. In response to this finding, the Belgian public authorities have decided to strengthen sanctions, now allowing the court to impose a temporary ban on manufacturers selling 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 report not having 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, differences exist regarding the financing arrangements for such a policy, with French-speaking parties aligning themselves with the allocation of federal taxes collected on tobacco sales, while Flemish parties are more interested in the regions themselves allocating funds to finance cessation support. The foundation believes that such a policy is all the more urgent given that Belgium has increased taxes on tobacco products by 25%.

Keywords: Belgium, Puff, Tobacco

©Generation Without Tobacco

FT

[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, 03/10/2022, (accessed 03/27/2024)

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

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