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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.

Les Binet on the cost of small thinking

Mon, 31 Aug 2026 11:10:59 +0200

At UBA Media Date 2026, Professor Les Binet delivered a blunt warning: the industry’s obsession with efficiency, narrow targeting and disposable creativity is producing smaller profits. The route back to growth is scale, supported by better budgeting, broader reach and creative work that compounds over time.

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.