A checklist for ethical advertising

A practical tool for informed decisions

The Council for Advertising introduces a checklist designed to make ethical advertising actionable. It enables you to quickly assess your communications against key principles such as transparency, accurate claims and the protection of vulnerable audiences. The goal: help you make informed decisions before your campaign goes live.

“With this checklist, we make ethical advertising operational. It helps organisations make informed choices and prevent risks even before a campaign is launched.” Marc Frederix, President of the Council for Advertising.

Embedding ethics at every stage of the process

One of the key strengths of this checklist is its applicability throughout the entire communication process. From concept and creation to final validation, ethical evaluation becomes a practical, ongoing element rather than a theoretical exercise.

Navigating an increasingly complex landscape

With evolving societal expectations, stricter regulations and the rise of technologies such as artificial intelligence, the media landscape is becoming more complex. The checklist provides clear guidance, including on ad recognition and responsible data use (GDPR), helping you adopt a more conscious and responsible approach to communication.

Self-regulation and control: a complementary framework

This initiative is part of the Belgian self-regulatory model, where the industry takes responsibility—alongside legislation—for responsible advertising practices. The Council for Advertising plays a central role in translating guidelines into practical tools for the sector.

Compliance is monitored by the Jury for Ethical Practices in Advertising (JEP), the sector’s independent control body. In 2025, the JEP handled 116 cases based on 139 complaints. A significant share related to ethical concerns such as social responsibility, misleading practices or discrimination, with social responsibility alone accounting for 36% of cases. In 42% of cases, a decision was made to modify or withdraw the advertising. These figures highlight the ongoing need for clear guidelines and preventive tools such as this checklist.

Towards more responsible communication

Ethical advertising goes beyond technology. It is fundamentally about how brands engage with their audience and society. This checklist provides a practical foundation to align your communication with these expectations and strengthen trust in your brand.

Explore the full checklist and practical recommendations here.