The Dutch Ministry of Health, Welfare and Sport has launched a new phase of its long-running NIX18 campaign, titled “Ik leerde je NIX” (“I taught you NIX”). Running through summer 2025, the campaign continues its mission to reinforce the social norm that children should not drink alcohol before the age of 18. This time, the spotlight is once again on parents, who are reminded of the powerful role they play in shaping their children’s choices, including the decision not to drink.

This messaging builds on years of evidence and public engagement. Back in 2021, NIX18 released a flash poll showing that most Dutch parents already supported delaying that first drink. Singer-songwriter Glen Faria even joined the cause with a song for the holiday season, urging parents to hold the line out of love. Two years earlier, in 2019, the campaign tackled persistent myths, such as the idea that strict rules only make alcohol more tempting. On the contrary, research shows that consistent, honest boundaries reduce early drinking and protect developing teenage brains.

The 2025 campaign is grounded in that same science. Nearly 70% of parents have offered alcohol to their underage children at least once, despite knowing the risks. NIX18 now directly addresses that contradiction. From TV and radio ads to online videos and podcasts, the campaign makes it clear: teaching your child to ride a bike or brush their teeth goes hand in hand with teaching them not to drink before 18. It’s not about punishment, it’s about guidance and health.

Parents are also offered tools and tips to make these conversations easier. NIX18 explains why “learning to drink safely at home” is a flawed strategy and why visible adult drinking can unintentionally shape a child’s attitude. Clear parental expectations work. Children whose parents have a firm NIX18 agreement drink less. That’s the message: you’re already teaching your child so much. NIX18 is just another lesson worth passing on.

Find more from NIX18 (Netherlands, 2025)