Kennis & inzichten

BPX and VIA call on the Flemish Government and the Wallonia-Brussels Federation to advertise in Belgian media

Tue, 06 Oct 2026 10:33:23 +0200

In his keynote at the State of the Union, Gauthier Elslander, Managing Director of Belgian Publishing Xperience (BPX), called on public authorities to rethink how they allocate their advertising budgets. In his view, a campaign’s reach should not be the only consideration: the quality of the media outlet receiving public money should also count.

The biggest threat to local media is not a lack of quality, but a lack of simplicity

Tue, 06 Oct 2026 10:43:25 +0200

How can Belgium’s media and advertising sector hold its ground in a market where international platforms attract most investment and artificial intelligence raises new questions? At the State of the Union on 28 September 2026, held at the prestigious Villa Empain, CIM and the Council for Advertising brought the sector together around a shared goal: turning cooperation into action and earning consumers’ trust.

Green claims: what has changed since 27 September 2026?

Wed, 30 Sep 2026 09:55:37 +0200

Since 27 September 2026, the new European rules stemming from the Empowering Consumers for the Green Transition (ECGT) Directive apply in Belgium. They strengthen the existing framework on greenwashing and introduce new rules for environmental claims and sustainability labels.