Considering alcohol marketing as one possible determinant of alcohol consumption and alcohol-related harm, regulation of alcohol marketing in an important policy tool to protect (young) people against exposure to alcohol advertising or marketing and subsequent alcohol use. Even though Belgium has been a valuable partner in monitoring the existing alcohol marketing regulations in Europe, the general objective of our study is to contribute to a better understanding of strengths, weaknesses and conditions of the Belgian alcohol regulating system against the existing knowledge in this domain. In particular, this study will describe and critically examine the regulation in Belgium and also the system that support it. In the light of the feasibility and effectiveness of alternative policy options and interventions as documented in the existing (European) studies, our aim is to develop a "best fit design" for Belgium taking into account the specificities of the Belgian context and the views of all stakeholders involved.