Advertising rules now centralised in one code

One central reference point

Until now, advertising professionals had to consult different sources to identify the relevant rules, including codes, sector-specific documents, recommendations, websites and legislation.

The Belgian Advertising Code addresses this fragmentation by centralising and structuring the main information in one accessible reference point. It does not create new rules. Its added value lies in presenting the existing framework in a clearer and more practical way.

Making advertising rules easier to find

The Code brings together general advertising rules and principles, sector-specific and thematic codes, recommendations and guidelines.

It also provides rules relating to specific topics or forms of communication, information on how these rules are applied, and references to the role and operation of the JEP.

For marketing and communications professionals, the benefit is primarily practical: they can identify more quickly which rules and legislation are relevant when preparing or assessing advertising communications.

Legislation and self-regulation complement each other

The Code highlights principles such as honesty and transparency, respect for human dignity and social responsibility.

According to the Advertising Council, self-regulation is not an alternative to legislation: the two systems complement each other. Legislation establishes the legal framework, while self-regulation enables the industry to use its expertise to respond more quickly to new technologies, new forms of communication and developments in society.

A resource for the entire advertising ecosystem

The Belgian Advertising Code is primarily intended for advertisers, communications and advertising agencies, media, marketers, legal and compliance professionals, sector federations and other stakeholders.

It also provides an accessible source of information for consumers, policymakers, researchers and anyone interested in better understanding the rules governing advertising in Belgium.

The Belgian Advertising Code is available on the Advertising Council's website. The online version is the recommended point of reference, as versions of the Code may be updated.