Kennis & inzichten

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.

AI in advertising: new guidelines for transparency and responsible use

Mon, 31 Aug 2026 11:37:42 +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.

Is sound the most overlooked brand asset ?

Mon, 13 Jul 2026 12:08:38 +0200

Despite substantial investments in visual identity & media placements, many marketers still treat sound as an afterthought. In doing so, they underutilize one of the most powerful tools available to them: sonic assets.