Brussels mayor Philippe Close and his Socialist Party have faced criticism over promoting an alternative, pro-Palestinian soft drink brand.
With local elections set for October 13, Close is seeking support for a second term.
He has sought votes among the city’s large Muslim population, many of whom are pro-Palestinian.
On September 16, a clip appeared on social media in which Close was asked if he ever drank ‘Salaam-Cola’, a self-described alternative to US soft drinks.
“Never”, Close responded, “but as a mayor, you have to try everything.”
He proceeded to taste it, and announced the drink was a “fantastic cola, without sugar, even.”
The person filming the clip then observed “It’s the drink that doesn’t support a genocide,” to which Close smiled.
Immediately behind Close in the clip, a banner stood, calling on those who read it to stand “on the right side of history”.
Another video, shared by centre-right MP Theo Francken, showed Nawal Ben Hamou, another Socialist Party member and Secretary of State for the Brussels-Capital Region, also drinking and promoting Salaam Cola.
Francken argued that promoting private companies violated ministerial ethics rules.
“As long as you are a PS [Socialist Party] member, are ‘on the right side of history’ and are for Palestine and against those genocidal Jews of course… anything goes,” added Francken.
On September 18, both Philippe Close and Nawal Ben Hamou reacted to the controversy, playing it down.
Philippe Close explained that he found Theo Francken’s reaction “crazy”, “ridiculous” and “extremely excessive”.
“As mayor, I find it normal to support the people of Brussels and the local economy, especially when profits are donated to humanitarian causes,” he told local news TV station bx1.
He went on to say that he had “never heard” that advertisements for private companies were banned, and said that Francken promotes multinationals himself.
Nawal Ben Hamou’s office did not comment, saying it was “a non-event”. On her X account, she posted pictures of Francken opening two local stores in his home town and a picture of him when visiting DHL, dressed up in the company outfit.
Salaam Cola describes itself as symbolising “the resistance against brands who finance war crimes or are built on stolen Palestinian land.” They claim ten per cent of profits are used to help people in Palestine.
Taglines on the brand’s website and social media pages include: “It’s not just a drink, it’s a movement”; “Make a difference” and “Taste the freedom”.
One image on Instagram showed the text,”Boycott Coke and Pepsi, and drink Salaam Cola”, followed by a Palestinian flag.
Earlier this year, Hassan Wadi, spokesperson for the Canadian-based NGO Human Concern International (HCI), announced a partnership between his NGO and Salaam Cola, saying ten per cent of the drink’s proceeds would go to meaningful charitable causes chosen by HCI.
“Not only are you helping your Palestinian brothers and sisters but you are also supporting Muslim-owned businesses who are truly making a difference in this world,” said Wadi.
Brussels Signal wrote to Salaam Cola, asking for the precise nature of its support for Palestinians, given the commotion about the Brussels mayor.
The website’s owner, Colin Van Baelen, replied, saying “Commotion by a soft drink that donates some to charity?”
“We donate to the affected people who were able to escape to Egypt. Belgium recognises Palestine as a state so we have absolutely no worries.”
“As a journalist, I would do a bit more research and see who really controls Gaza and West Bank completely through an apartheid system. I can possibly forward you some legit journalists who have done some real homework regarding the event?”
Salaam Cola was created by UK resident and businesswoman Aykiz Shah, in 2022.
In 2003, a Belgium-based entrepreneur, Hassan Syed, requested a trademark application for Salam Cola, with the European Union Intellectual Property Office (EUIPO). The Belgian brand was written with one -a and doesn’t exist anymore, neither does it appear to have ties with Salaam Cola, despite having pitched similar ‘anti-imperialist’ branding.