AI

AI in advertising: new guidelines for transparency and responsible use

Mon, 24 Aug 2026 17:06:12 +0200

To help the Belgian advertising ecosystem use AI responsibly, the Advertising Council and its member associations, including UBA, are publishing new guidelines on transparency, disclosure and the responsible use of AI. This new version focuses on two key areas: when and how the use of AI should be disclosed, and 12 principles for the responsible use of AI in advertising.

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

Tue, 04 Aug 2026 09:45:07 +0200

From 2 August 2026, new transparency obligations under the European AI Act become applicable. For advertisers, agencies and other communication professionals, this means that certain advertising content generated or manipulated by artificial intelligence (AI) will have to be clearly identified. Below, you will find the main applicable rules and the situations in which these obligations apply.

How to improve personalisation and targeting in a fragmented customer journey

Mon, 29 Jun 2026 14:49:43 +0200

During the UBA Exchange Community Data & Tech session, experts from iO, Google and Publicis Groupe showed that AI can make personalisation more effective when it helps connect data, content and intent to create more relevant and more coherent customer journeys.