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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.

What 838 brand builders taught us about UBA. And where it should be heading

Thu, 13 Aug 2026 16:47:32 +0200

What does UBA need to offer to remain indispensable in a world where AI is rewriting the rules of marketing, budgets are under pressure, and knowledge is available everywhere?

That question was at the heart of our latest member survey, conducted together with Profacts.

We invited our members to tell us honestly where UBA delivers real value, where we still fall short and what they expect from us in the years ahead.

The response exceeded our expectations. No fewer than 838 professionals shared their views. Their feedback paints an encouraging picture, but it also challenges us to keep evolving.

Here are the insights that stood out most.

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.

Why marketing effectiveness has never been more critical

Mon, 27 Jul 2026 15:04:45 +0200

Despite having access to more marketing data, dashboards and measurement tools than ever before, many advertisers still struggle to translate insights into better business decisions. According to new research from the World Federation of Advertisers (WFA) and Ebiquity, two-thirds of brand owners acknowledge they are not yet where they need to be when it comes to paid media measurement.