Belgium Enforces New Tobacco Sale Regulations from 1 April 2025
As of 1 April 2025, all tobacco products, including cigarettes, cigars, and e-cigarettes, can no longer be displayed in Belgian stores. This change is part of Belgium’s tobacco plan, a series of measures launched in 2022 that aims to create a smoke-free generation by 2040.
Sellers who violate the new regulations risk penalties ranging from one month to one year in prison and fines from €2,000 to €800,000, according to FPS Public Health. While the penalties are aimed at raising awareness among retailers and demonstrating the government’s commitment to strictly enforcing the new regulations, it is unlikely that newsagents will face imprisonment. However, fines will be imposed for violations, and these will increase in severity for repeat offenses.
In addition to the display ban, it will no longer be possible to sell tobacco at temporary points of sale, such as markets or festivals. The goal of these measures is to reduce the visibility of tobacco products and make smoking less attractive, particularly for young people.
Another law coming into force requires sellers to ask for the ID of anyone purchasing tobacco products or alcohol who appears to be under the age of 25.
To assist with this, Perstablo, the sector federation of tobacco sellers, is launching a smart camera called PASSage. Using artificial intelligence, the device accurately estimates customers’ age based on their face, providing shopkeepers with a foothold to ask for an identity card. If the light turns red, it means the buyer looks younger than 25, and their age can be checked. The device is not connected to the internet, ensuring that the information is not stored and does not constitute an invasion of privacy. About a hundred night shops in Belgium, including those in Brussels, will be equipped with this technology.
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