Get represented
UBA represents the interests of brand builders and actively contributes to the development of sectoral self-regulatory codes. We gather the views of our members and industry organisations to speak with one voice to decision-makers. Together, we help shape the market rules and the self-regulatory codes that govern it.
"At Colruyt Group, sustainable entrepreneurship is in our DNA. UBA provides me with the tools to communicate correctly and responsibly about sustainability."
Head of Customer & Marketing Domain at Colruyt Group
Self-regulation, a priority for responsible brands
We firmly believe in ethical and responsible advertising that respects consumers and society. UBA actively supports the Advertising Council and funds advertisers’ contribution to the Jury for Ethical Practices in Advertising (JEP).
Responding to societal and technological developments
The media landscape is evolving rapidly: the rise of social media, influencer marketing, advanced targeting, digital out-of-home,...
Citizens have clear expectations: advertising that is transparent, inclusive and responsible, particularly regarding representation, environmental claims (“green claims”), and age restrictions for certain products,...
Self-regulation enables swift and effective action in response to these challenges. It helps build lasting trust between brands and consumers.
Why is this essential for your brand?
Taking a proactive approach through sectoral codes strengthens your credibility and responsible brand image, while reducing the risk of criticism or reputational crises.
Would you like more information? Please get in touch with our expert, Anne-Laure de Hults.
Recent initiatives
Working together to better protect children
Promoting responsible consumption of alcoholic beverages
Avoid greenwashing
CIM - measuring is progressing
Working together to better protect children
UBA contributes to the Belgian Food Advertising Code, which regulates advertising aimed at children for products that do not meet strict nutritional criteria.
Is your campaign compliant with the rules?
Promoting responsible consumption of alcoholic beverages
In 2025, the sector strengthened its Code for Advertising Alcoholic Beverages to better protect young people.
Is your advertising compliant with the rules?
Avoid greenwashing
The Empowering Consumers in the Green Transition (ECGT) will apply from 27 September 2026 and introduces new requirements regarding environmental claims with which companies will need to comply. The European Union has published an FAQ to help companies ensure compliance.
CIM - measuring is progressing.
UBA supports the development of a cross-media measurement system as part of the new CIM vision.
This system:
- aligns with real consumer behaviour,
- respects user privacy.
Would you like more information? Please contact our expert, Luc Eeckhout.
