Belgium Deploys Influencers to Combat Online Hate

The Belgian federal government is launching a new awareness campaign against online hate, deploying social media influencers to reach younger audiences where traditional government advertising falls short. The initiative, confirmed by VRT NWS, follows a successful pilot earlier this year and will roll out starting next month.

A New Approach to an Old Problem

Minister of Consumer Protection Rob Beenders (Vooruit) acknowledged that conventional campaign methods—roadside billboards, television commercials—are no longer sufficient. “A traditional government campaign is in this case not the best instrument,” Beenders told VRT NWS. “We must address the problem where young people are active, on social media.”

The strategy involves partnering with influencers who command strong communities to share personal stories with a clear message: online hate is not tolerated, and victims have recourse. The campaign directs those affected to official reporting channels, including Unia, the federal anti-discrimination body, and the Institute for the Equality of Women and Men.

Influencer Kobe Mertens was hired in April 2026 to test the concept, delivering the message: “Words have impact, more than you think. Do you see online hate or discrimination? Report it through the official channels and remember: online is not anonymous for the person who reads it.” Content creator Kobe Peeters also produced a test video for the campaign, highlighting that much anonymous online hate falls under racism, sexism, antisemitism, and LGBTI-phobia. The pilot was deemed successful, paving the way for the broader rollout.

A Broader Legislative Push

The influencer campaign is part of a wider government strategy against online hate and bullying—a problem of growing scale. Half of all complaints filed with the Telecommunications Ombuds Service last year concerned online bullying, according to Newsmonkey.

A more far-reaching measure is also in the pipeline. The federal government has approved legislation, proposed by Beenders and Minister of Digitalisation Vanessa Matz (Les Engagés), that would allow victims of online bullying to trace the identity of anonymous harassers through telecom companies. Under the new procedure, a single anonymous hate message would be sufficient to approach the Telecommunications Ombuds Service, which could then request data from anonymous trolls and pass it on to victims and police.

The procedure for anonymous profiles on social media platforms is still being developed, with a target operational date of January 1, 2027. Operators and other involved services will be required to cooperate with the Ombuds Service’s investigations, and the Belgian Institute for Postal Services and Telecommunications (BIPT) can impose fines for non-compliance.

Expert Concerns

The legislation has drawn criticism from cybersecurity experts. Bart Preneel, professor of computer security and cryptography at KU Leuven, called it “worrying that responsibility is placed with the ombudsman,” arguing that determining what constitutes harassment is “actually the task of a police service.” Preneel also expressed concern that victims having the ability to take the law into their own hands with an identified perpetrator could lead to dangerous outcomes.

He further questioned whether foreign social media companies would cooperate, noting that “from experience with European legislation, we know they are not very enthusiastic about doing that. They often cooperate with very serious problems like death threats, but are more reluctant with harassment or insults.” Preneel advocates for a European-level approach, arguing that fragmented national laws give Big Tech companies excuses to avoid cooperation.

Context: Online Hate in Belgium

The urgency of the issue is underscored by recent developments. Belgium dropped to fourth place on the Rainbow Map, ILGA-Europe’s annual ranking of LGBTQ+ rights across 49 European countries, with LGBTQ+ umbrella organization Çavaria highlighting “total impunity for online hate spreaders” as a key factor, as BRUZZ reported. The organization noted that “the insecurity for the LGBTQ+ community peaks on social media.”

Beenders, who also serves as Minister of Equal Opportunities, responded to the ranking by stating that “progress is never self-evident and acquired rights only remain strong if we continue to protect, strengthen and anchor them.” His official portfolio, as listed on Belgium.be, includes oversight of Unia and the Institute for the Equality of Women and Men, placing him at the center of the government’s anti-discrimination efforts.

What to Watch For

The influencer campaign’s rollout in September will test whether the government’s bet on social media personalities resonates with younger audiences. Meanwhile, the identity disclosure procedure faces significant implementation hurdles, from VPN circumvention to questions about international cooperation. With the January 2027 target date approaching, the coming months will reveal whether Belgium’s multi-pronged approach can translate policy ambition into measurable change in the fight against online hate.