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We have submitted a Note to the Italian Government calling for urgent action in response to Belgium’s recent notification to the European Commission of a draft Royal Decree on alcohol advertising. The proposal introduces broad restrictions across all media channels, including digital platforms, risking negative impacts on the EU single market and the competitiveness of Italian businesses.

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Our Note draws attention to TRIS Notification 2026/0161/BE and calls on the Italian Government to act in support of competition and the wine, beer, and spirits sectors — strategic pillars of Made in Italy.

Towards a De Facto Ban on Communication?

On 30 March 2026, the Belgian Government notified the European Commission of a draft Royal Decree introducing mandatory standardized health warnings — including the statement “alcohol is harmful to health” — alongside stringent technical and linguistic requirements applicable to all forms of commercial communication.

These measures risk becoming a concrete barrier to access to the Belgian market for European operators. Companies would be forced to significantly revise their communication strategies, facing substantial costs — particularly for Italian small and medium-sized enterprises.

A Strategic Sector for the Italian Economy

The wine and beer sectors are two key pillars of Made in Italy, deeply rooted in local territories and capable of generating value across the entire supply chain, also thanks to their strong presence in international markets.

Measures affecting commercial communication risk limiting these sectors’ ability to promote the identity, origin, and quality of their products — elements that are central to their competitiveness.

Public Health or Regulatory Overreach?

Effective regulation should inform and empower citizens, not reduce complexity to overly simplified messages. The Belgian proposal introduces a uniform narrative that does not distinguish between moderate consumption and abuse, overlooking the breadth of available scientific evidence.

The risk is the creation of a precedent that fragments the single market: each Member State could impose its own “health narrative,” undermining regulatory harmonisation and reducing the space for both individual and business responsibility.

For a Coherent European Approach

Italy has the opportunity (and the responsibility) to support its national supply chains and defend a balanced regulatory approach based on proportionality, free movement, and regulatory coherence.

In this context, the priorities for action are clear: promoting responsible consumption, investing in education and information, strengthening targeted prevention of abuse, and ensuring accurate and properly contextualised messaging.

Public health and competitiveness are not opposing goals. A balanced approach can protect consumers without penalising businesses and supply chains, avoiding blanket measures that risk an indiscriminate impact on the market.

Read Beyond Bans: Why Science Reinforces Responsible Drinking >>>