Trusted Brands

Avoid greenwashing and align with the European Directive on environmental claims.

Take the test using our checklist and discover the six principles to avoid greenwashing in our brochure. Would you like more information on how to detect and prevent greenwashing in your advertising? Watch our video here.

Build your knowledge of the CSRD and sustainability reporting through our e-learning module.

Advertising has the power to inspire.
By showcasing sustainable actions, such as walking, cycling or eating vegetarian, you encourage more responsible habits.

Download the brochure

Make advertising accessible to everyone

Accessibility is a shared responsibility. UBA encourages the entire sector to integrate subtitles and audio description into campaigns and to make inclusion a standard practice. Not sure where to start? RMB has shared a white paper outlining the necessary adjustments at every level of the advertising value chain.

Create more inclusive campaigns

Inclusive communication better reflects society, improves effectiveness and strengthens trust. This guide, developed by the WFA, helps marketers create more consciously and representatively through small adjustments and critical questions.

For a more diverse marcom sector

ACC, BAM, Creative Belgium, UBA and UMA are joining forces to promote greater diversity, equity and inclusion in the sector. This movement, developed together with agency Allyens, invites members to join a collective commitment with real impact. Discover the guidelines.

The launch of the Belgian Publishing Experience (BPX) marks an important milestone for the Belgian publishing sector. With the support of the five largest Belgian publishers (Rossel, IPM, Roularta, DPG Media and Mediahuis), BPX aims to encourage advertisers and media professionals to rethink their relationship with local media and use them more strategically as a powerful and credible channel.

Find out more

Advertisers who prioritise diversity contribute to a better society and can also expect higher marketing returns. An encouraging message from Isabel Massey (Diageo), advocating for positive interaction between brands and media.

Read the article

In this video training, you’ll learn about the Production Carbon Calculator, a tool that helps you measure and reduce the environmental footprint of your campaigns.

Influencer marketing is evolving towards greater professionalism and transparency. UBA encourages bands to integrate this discipline into their strategy in a structured and responsible way, aligned with their values.

Access the video training on influencer marketing and discover the essential strategies and techniques to master this form of marketing and integrate it into your brand strategy.

The Belgian influencer sector has taken an important step towards greater professionalism, improved consumer protection and more ethical advertising. Discover more in this article.

How can you build successful influencer campaigns and create a professional framework for collaborations with influencers? Find out more in this article.

Would you like more information? Please contact our expert, Grégory Marchandise.

Discover 12 new guidelines to help brands integrate artificial intelligence proactively, ethically and responsibly across the entire advertising value chain.

In partnership with ACC and the law firm AdaStone, UBA has developed an updated model contract to frame collaboration between brands and agencies. This contract includes specific provisions on:

• mutual responsibilities,
• intellectual property,
• the regulated use of artificial intelligence.

Download the model contract

The ethical processing of customer data is a driver of trust and performance. When consumers trust your brand, they are more willing to share their data. This data must, of course, be managed with transparency and respect.

The UBA Data Protection Guide provides a clear framework to help you:

• comply with the GDPR,
• strengthen your customers' trust,
• structure your data approach.