What is plain packaging?
With plain packaging, every brand has the same plain colour and the same lettering. Only what the law allows may appear on the pack: the trade name in a standard font, the manufacturer's details, the quantity and the mandatory warnings. Brand logos, colours and images disappear.
Cigarettes and rolling tobacco: since 2020
In Belgium, plain packaging has applied to cigarettes, rolling tobacco and waterpipe tobacco since 1 January 2020 (royal decree of 13 April 2019). Shops could sell their old stock until 31 December 2020. Papers, filters and tubes of a brand known mainly for its tobacco already fell under the same rule.
Papers, filters and tubes: since 1 June 2026
Since 1 June 2026, plain packaging applies to all rolling papers, filters and tubes, whatever the brand. The same goes for cigars, cigarillos, pipe tobacco, heated tobacco and pipes. Since that date, manufacturers and importers may only place these products on the market in plain packaging.
Some changes you will notice as a customer:
- Rolling paper itself must be white and matt.
- The length and width of tubes may no longer appear on the pack.
- Bundles selling papers, filters and tubes together are no longer allowed.
Until 1 June 2027: old stock in the shop
Shops get a transition period: what they still have in the old packaging, they may sell until 1 June 2027. After that, only products in plain packaging will be on sale.
And tube fillers?
The plain packaging rules do not mention tube fillers or rolling machines. But if a manufacturer also places papers, filters or tubes on the market, any image of its brand is advertising for those products. That is why such manufacturers also place their tube fillers on the market in plain packaging, and we show all their products without a brand photo. Lighters, ashtrays and grinders are not covered by plain packaging.
Out of sight in the shop: since 1 April 2025
Since 1 April 2025, tobacco products may no longer be on display in a shop. This also applies to papers, filters and tubes. You ask for them at the counter and the shopkeeper shows them to you. Lighters, ashtrays, cigarette makers and grinders may stay visible.
Read more about what changed in the shop on our page about the display ban.
Sources
FPS Public Health, Tobacco regulations (updated 23 June 2026, page in Dutch), and the FPS questions and answers on the royal and ministerial decrees of 28 July 2025. For cigarettes: the royal decree of 13 April 2019, published in the Belgian Official Gazette on 17 May 2019.
Frequently asked questions
What is plain packaging?
Packaging on which every brand has the same plain colour and the same lettering. Only the trade name in a standard font, the manufacturer's details, the quantity and the mandatory warnings may appear on it.
Since when has plain packaging applied to papers, filters and tubes?
Since 1 June 2026 for all brands. Shops may sell their old stock until 1 June 2027.
Do tube fillers need plain packaging too?
The plain packaging rules do not mention tube fillers or rolling machines. But if a manufacturer also places papers, filters or tubes on the market, any image of its brand is advertising for those products. Such manufacturers therefore also place their tube fillers on the market in plain packaging, and we show all their products without a brand photo.
Why are papers and filters no longer visible in the shop?
Since 1 April 2025, tobacco products, as well as papers, filters and tubes, may no longer be on display. You ask for them at the counter.
Since when have cigarettes had plain packaging in Belgium?
Since 1 January 2020. Shops could sell the old packs until 31 December 2020.
