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Stronger protection for youth in food advertising: age limit raised to 16

Anne-Laure de Hults Manager Strategy & Sustainability - UBA
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As of 1 January 2026, food companies, retailers, restaurant chains and advertising stakeholders in Belgium will implement stricter rules on communication targeting children and adolescents. These rules are now part of the Belgian Food Advertising Code, the evolution of the Belgian Pledge launched in 2012.

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