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UBA Focus

Zoom out to see the big picture, zoom in to take your next step.

UBA Focus is how we respond together to the themes currently shaping the direction of our sector. The world is changing fast, and as a brand builder, standing still is not an option. Do we undergo the change or shape it together?

Explore the UBA Focus topics
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Trusted Brands

In a rapidly changing world, brand trust is no longer a nice-to-have — it’s a must-have for sustainable and profitable growth. Brands that actively focus on transparency, responsibility, sustainability and inclusion not only build strong relationships with consumers, but also boost their relevance, resilience and competitive strength.
Trusted brands are shaping the future — and reaping the benefits. They connect belief with strategy, values with results.

Duik in Trusted brands

  1. Advertising rules now centralised in one code

    The Belgian Advertising Code now brings together the main rules governing advertising in Bel...
    September 15, 2026 at 10:00 AM
    Anne-Laure de Hults
    UBA Focus News
    092026_BE reclamecode.jpg

  2. New anti-greenwashing rules: is your sustainability communication ready for 27 September?

    From 27 September 2026, the European Empowering Consumers for the Green Transition (ECGT) Di...
    September 1, 2026 at 10:00 AM
    Anne-Laure de Hults
    UBA Focus News
    greenwashing.jpg

  3. When is it mandatory to disclose the use of AI in advertising?

    From 2 August 2026, new transparency obligations under the European AI Act become applicable...
    August 4, 2026 at 7:00 AM
    Raad voor Reclame - Conseil de la Publicité, Grégory Marchandise, UBA
    UBA Focus News
    Transparency-AI-Act-advertising.jpg

Marketing Effectiveness

Marketing effectiveness goes beyond just numbers and data. It’s about understanding what truly works for your brand. By focusing on the right KPIs and measuring the effectiveness of your communication, you can refine your strategies to strengthen your brand and drive purposeful growth, with measurable results that demonstrate the power of your marketing.

Focus on marketing effectiveness

  1. Les Binet on the cost of small thinking

    At UBA Media Date 2026, Professor Les Binet delivered a blunt warning: the industry’s ...
    September 1, 2026 at 7:00 AM
    Luc Eeckhout, Manager Media & Agencies
    UBA Focus News
    Zaal + Les Binet Q&A

  2. Why marketing effectiveness has never been more critical

    Despite having access to more marketing data, dashboards and measurement tools than ever bef...
    July 28, 2026 at 7:00 AM
    Luc Eeckhout, Manager Media & Agencies
    UBA Focus News
    Ruben Scheurs

  3. CIM ONE: Belgium is once again becoming a global player in media measurement

    Belgium is back on the global map of media measurement. With CIM ONE, the tripartite body co...
    July 7, 2026 at 7:00 AM
    Wout Ectors, SPYKE & Bart Lombaerts, SPYKE
    UBA Focus News
    Luc Suykens_colbert_wooden panels.jpeg

Artificial Intelligence

AI offers you the opportunity to take your brand to new heights. It opens doors to working more efficiently, making smarter decisions, and creating like never before. When used correctly, AI can not only strengthen your brand but also make it more relevant and future-proof. It’s time to harness the power of AI. UBA is here to support you with the right tools and the necessary knowledge.

Be inspired by the possibilities offered by AI

  1. AI in advertising: new guidelines for transparency and responsible use

    To help the Belgian advertising ecosystem use AI responsibly, the Advertising Council and it...
    August 24, 2026 at 7:00 AM
    Grégory Marchandise, UBA
    UBA Focus News
    AI-Advertising-Disclosure.jpeg

  2. When is it mandatory to disclose the use of AI in advertising?

    From 2 August 2026, new transparency obligations under the European AI Act become applicable...
    August 4, 2026 at 7:00 AM
    Grégory Marchandise, UBA, Raad voor Reclame - Conseil de la Publicité
    UBA Focus News
    Transparency-AI-Act-advertising.jpg

  3. Data governance as a growth lever

    At the UBA Exchange Community Data & Tech session, experts showed why marketing performa...
    June 30, 2026 at 7:00 AM
    Grégory Marchandise, UBA
    UBA Focus News
    DataGovernanceUBA.png

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