Zinc bromide supported on acid activated montmorillonite (K-10) or mesoporous silica (100 Å) is a fast, selective catalyst for the para-bromination of activated and mildly deactivated aromatic substrates. The optimum loading of zinc bromide on K-10 is 1.25 mmol/g and 1.75 mmol/g on the higher surface area silica (100 Å). Thermal activation of these catalysts at 200 °C results in optimum activity and selectivity. Also, system optimisation has allowed harmful chlorinated solvents to be replaced by less damaging hydrocarbon solvents.