Kennis & inzichten

Advertising rules now centralised in one code

Tue, 15 Sep 2026 10:03:32 +0200

The Belgian Advertising Code now brings together the main rules governing advertising in Belgium in one central reference point. For advertisers, agencies, media and other professionals, the objective is clear: to make existing rules more accessible and help users identify the relevant framework more quickly.

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

Mon, 31 Aug 2026 11:10:57 +0200

From 27 September 2026, the European Empowering Consumers for the Green Transition (ECGT) Directive will become applicable in Belgium. Its objective is clear: to better protect consumers against greenwashing by ensuring that environmental claims are clear, specific and properly substantiated.

The core principles of responsible sustainability communication remain unchanged. However, the ECGT strengthens the legal framework and turns a number of existing best practices into legal obligations, introducing stricter requirements for companies communicating about sustainability.

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.