As the new school year gets underway, the windows of 1,500 press shops in Belgium are being adorned with a clear message: alcohol, tobacco and gambling are forbidden to minors. Behind this national campaign are the trade associations Perstablo and Prodipresse, who want to remind people of a simple but sometimes forgotten rule: “18 is the minimum age. Simple though it may be!”
Back to school with a focus on prevention
Every year, as students return to school, there is a surge of activity in newsagents’ shops. These shops are very popular with young people, and are often associated with the purchase of sweets, magazines or soft drinks.
The slogan chosen is striking in its simplicity and effectiveness. In the words of Perstablo and Prodipresse:
‘In addition to its catchy slogan, the poster includes an explicit text: anyone wishing to buy tobacco products, alcohol or lottery games at a newsagent’s kiosk may be asked to show their identity card’.
Press shops on the front line
For Xavier Deville, Chairman of Prodipresse, this campaign is much more than a symbolic gesture.
‘With this action, we not only want to highlight the rules, but also show that newsagents are taking responsibility.’
The initiative, launched on 1 September, is not short-lived. The posters will remain visible for several months, from Flanders to Wallonia via Brussels. The aim is to make this reminder a lasting one, in order to limit attempts by minors to make illegal purchases.
A public health issue
In addition to strictly enforcing the law, this initiative has a public health dimension. The dangers of early alcohol and tobacco consumption, as well as the risks of addiction to gambling, have been widely documented.
Limiting access to these products for minors also means delaying the age at which people start to engage in risky behaviour. According to the health authorities, every year gained in this area considerably reduces the likelihood of addiction in adulthood.
A signal to society
Ultimately, the ‘18 is the minimum’ operation is a signal to society as a whole. It urges people not to trivialise early substance use or gambling.