Won’t Get Fooled Again

Consumer life is full of traps. Misleading labels, inflated claims, products that underperform and brands that would rather you didn't look too closely. Won't Get Fooled Again, the long-running Belgian consumer affairs format from RTBF, exists to do exactly that looking.

Built around a duo of on-screen presenters and a rotating team of specialist columnists, each episode takes on a different corner of everyday spending. Food, fashion, technology, household goods. The team tests products live in studio, sends samples to laboratories for independent analysis, and goes out into the field to investigate the advertising and marketing practices that consumers rarely get to scrutinise themselves.

The tone is practical and direct. This is not alarmist television. The show treats its audience as intelligent adults who want honest information and clear guidance, not outrage. When a product fails a test or a claim turns out to be hollow, the programme says so plainly, and then points viewers toward better alternatives.

Running since 2011, the format has demonstrated real durability, which reflects how consistently relevant its subject matter remains. In markets where consumer trust is a growing concern, the model travels well. The format is available for adaptation.