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UBA represents the interests of brand builders and actively shapes regulations. We gather input from our members and speak with one voice to policymakers to help determine how the market evolves.

How we proceed
"At Colruyt Group, sustainable entrepreneurship is in our DNA. UBA provides me with the tools to communicate correctly and responsibly about sustainability."
Tamta Limore Mamistvalovi

Head of Customer & Marketing Domain at Colruyt Group

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We advocate for self-regulation

UBA fully supports self-regulation. Through the "Conseil de la Publicité"/ "Raad voor Reclame" , we fund the contribution of advertisers to the "Jury d'Éthique Publicitaire"/"Jury voor Ethische Praktijken Inzake Reclame". We also contribute to the Belgian Pledge, an initiative to better protect children from marketing of unhealthy products, and work with the sector to shape agreements on marketing for alcoholic beverages.

We are committed to sustainability

We also support brand builders in their sustainable initiatives and communication around them, including through our CommToZero coalition and the Towards Zero Greenwashing guide.

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We are working together for better data protection

Now more than ever, the success of your marketing efforts largely depends on personal data. That’s why UBA, in collaboration with Sirius Legal and QuaData, launched the UBA Data Protection Guide, a practical guide for our members that evolves with the regulations.

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We help shape the new vision of the CIM

Measuring is knowing. To enable our members to measure even better, UBA is contributing to the development of a cross-media measurement system for the CIM. This system measures media usage from the consumer's perspective and gives extra attention to user privacy.

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Related publications

  1. Stronger protection for youth in food advertising: age limit raised to 16

    As of 1 January 2026, food companies, retailers, restaurant chains and advertising stakehold...
    May 27, 2025 at 11:30 AM
    Anne-Laure de Hults
    UBA Focus News
    Belgian Food Avdertising Code 2025.jpeg

  2. JEP 2024: a record year for advertising ethics

    A sharp rise in the number of complaints, a striking awareness campaign and strengthened reg...
    May 13, 2025 at 10:00 AM
    UBA Team
    News
    jep-logo.png

  3. The end of alcohol advertising on TikTok and Snapchat

    With the rise of new marketing formats and the growing influence of social media on young pe...
    November 26, 2024 at 10:55 AM
    UBA Team
    UBA Focus News
    TikTok_crop.png

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