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How to comply with the new AI principles for advertising?

Following the launch of 12 clear principles for the ethical use of AI, the Belgian Advertising Council, UBA, ACC, BAM and UMA invite you to a webinar on the practical impact of these new guidelines on your advertising practices.

English Online
When 8 October 2025
11:00 - 12:00

Introduction

Since August 2024, the European AI Act has been in force and, in collaboration with the entire advertising sector, the Belgian Advertising Council has launched twelve clear principles for the ethical use of artificial intelligence. These guidelines anticipate the new European framework and guide the advertising sector in using AI ethically to limit risks such as deception and manipulation. 

Does your company use AI in its advertising campaigns, or are you considering implementing it? Do you want to know how to work ethically and transparently according to the new guidelines? Don’t miss this webinar!

What will you learn?

  • An overview of the 12 principles for the ethical use of AI developed by the Belgian Advertising Council.
  • How to correctly apply transparency requirements and labelling for AI-generated content.
  • Clear guidance on protecting vulnerable groups (children and young people).
  • Human oversight and control when using AI in advertising campaigns.
  • Practical examples and answers to frequently asked implementation questions.
  • How the Jury of Advertising Standards applies the rules.

For whom?

Companies using AI in advertising and marketing, advertising agencies, marketers, compliance officers, and anyone involved in creating and delivering advertising campaigns.

Language

This session will be held in English.

Speakers

  • Marc Frederix (Advertising Council)
  • Grégory Marchandise (UBA)
  • Tim Colman (Proximus)
  • Joachim François (ACC, AKQA)
  • Guy Gelaude (UMA)
  • Karine Ysebrant (BAM)
  • Sofie Dejaeger (Jury of Advertising Standards)

Questions?

Do you have any questions about applying the new AI guidelines? Email us at gregory@ubabelgium.be. We'll do our best to address them during the webinar.

Register

Sorry, the registration period is over.

Prices

  • UBA member: Free. 
  • Non-member: Free.

This session is given online via Teams. Register to participate, and you will receive further instructions by email.

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