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JEP 2025: A fast, responsible and respected system

UBA Team
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In 2025, the Jury for Ethical Practices in Advertising (JEP) confirms the strength of Belgium’s self-regulatory system. The awareness campaign launched by the JEP in 2024 to increase its visibility among the general public led to an exceptional rise in the number of cases. In 2025, volumes returned to a more stable level.

Underlying trends remain clear: social responsibility and advertising for alcoholic beverages dominate the cases reviewed.

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