As countries across the WHO European Region face the rising burden of noncommunicable diseases (NCDs), mental health pressures and growing concern over youth nicotine use, Belgium is strengthening its public health agenda through a new partnership framework with WHO and stronger preventive health measures.
On 8 May 2026, Belgium and the World Health Organization signed a new WHO Country Cooperation Strategy (CCS) for 2026–2030, marking a new phase in the longstanding partnership.
The agreement reflects Belgium’s continued commitment to multilateralism, global health and evidence-based policymaking, while setting out a forward-looking framework to strengthen national health systems and improve health outcomes. At its core, the five-year strategy aims to make health services more accessible, equitable and resilient for all people in Belgium.
A new framework for prevention and health security
The CCS establishes a shared roadmap built around five strategic priorities:
- prevention and control of NCDs, including stronger action on major risk factors such as use of tobacco and nicotine products, alongside work on the commercial determinants of health;
- mental health among youth in relation to digital media, including promotion of safe and healthy digital engagement and development of evidence-informed guidelines;
- climate change and health – focusing on investment in adaptation measures and development of roadmap for health-care sector decarbonization;
- preparedness for health emergencies, including strengthening vaccine literacy; and
- health system strengthening and the health workforce.
It also advances action on violence against women and girls under the second European Programme of Work (EPW2), highlighting the health sector’s role in prevention and support services.
Addressing youth nicotine addiction through strengthening regulatory measures
The renewed focus on prevention comes as concern grows across the European Region over the rising use of nicotine products among adolescents and young adults, largely driven by flavoured and highly marketed e-cigarettes.
Belgium has already taken a decisive step to curb the growing appeal of e-cigarette use among young people by approving a nationwide ban on flavoured products.
Under the new measure, only tobacco-flavoured and unflavoured e-cigarettes will remain on the market from September 2028.
Announcing the measure, Health Minister Frank Vandenbroucke described the restrictions as an important step towards preventing a new generation from becoming addicted to nicotine, noting that flavoured products are specifically designed to appeal to young people.
The decision aligns with broader public health guidance under the World Health Organization Framework Convention on Tobacco Control, which recommends restricting or banning ingredients that enhance product attractiveness, particularly to young people.
Recent policies introduced by Belgium reinforce this approach:
- a ban on disposable e-cigarettes, which entered into force on 1 January 2025 to address youth appeal and environmental harm;
- a ban on the sale of nicotine pouches was adopted in 2023; and
- a ban on temporary points of sale, such as festivals.
Together with other supportive measures, these actions strengthen controls on nicotine products and their marketing.
Supporting a smoke-free generation
Belgium now joins countries such as the Netherlands (Kingdom of), Slovenia, and Denmark in tightening regulations on e-cigarette flavours, reflecting a growing European trend and consensus. Evidence from the Netherlands suggests such policies can reduce consumption and support quitting, with a significant share of users cutting back or stopping altogether after restrictions were introduced.
The measure forms part of Belgium’s broader tobacco control strategy aimed at achieving a smoke-free generation by 2040, reinforcing a wider shift across the Region towards stronger regulation of nicotine products and greater protection of young people’s health.
This article was updated on 08 May 2026 to correct errors introduced in the editorial process.