HFSS & Alcohol Advertising Guidance
HFSS & OOH: A recipe for responsible reach
Advertising around schools: a clear framework for outdoor
As part of the evolution of self-regulatory codes for alcoholic beverages and food products, the sector has recently strengthened its commitment to responsible communication, particularly around schools. In order to ensure a uniform and operational application, the partners of the sectoral conventions have collaborated with the Association des Exploitants d’Affichage (AEA) to develop an implementation note.
Two sectoral conventions, one common perimeter
Since 1 January 2025, the Alcohol Convention has prohibited advertising for alcoholic beverages within a 150-metre radius around schools. Since 1 January 2026, the BeFAC Code (Belgian Food Advertising Code) introduces a similar measure for food products that do not meet the defined nutritional criteria.
These two frameworks establish a clear basis for limiting the exposure of young audiences to certain types of commercial communication.
A harmonised methodology with Out-of-Home
To ensure a concrete, uniform and transparent application, the partners of the conventions have worked closely with the Association des Exploitants d’Affichage (AEA).
This collaborative approach has made it possible to define a common methodology based on a harmonised reference list of schools (based on Eurostat data and available here), a standardised calculation of the 150-metre perimeter “as the crow flies”, as well as regular updates of the data and the advertising assets concerned.
This methodology ensures an objective and consistent application across the entire territory.
A clear perimeter and operational rules
The rules apply to fixed outdoor advertising devices located on the public domain, such as billboards, bus shelters and totems.
The following are not covered by the scope:
- advertising devices directly linked to a business’s own activity
- advertising devices on vehicles, unless they have clearly been placed in that location for advertising purposes
- advertising devices on private land/buildings, unless they are visible from the public road and have been placed at the initiative of a professional operator
- advertising devices located indoors (such as shopping centres, airports, stations, sports facilities)
Shared and structured responsibility
The proper application of these rules relies on close collaboration between all market players.
Advertisers play a central role: they must clearly indicate, at the time of campaign request, whether the campaign is subject to the prohibition rules. In case of doubt, they are encouraged to seek prior advice from professional associations or the Jury for Ethical Advertising (JEP) before any dissemination.
For their part, agencies, media owners and other partners commit, each within their respective roles, to implementing the necessary measures to ensure compliance with the rules.
A clear framework for the market
These implementation notes aim to provide operational clarity to the entire market, while supporting the objective of protecting young audiences.
They represent an important step in the concrete implementation of the Belgian advertising sector’s self-regulatory commitments.