The Belgian Advertising Code is here: all advertising rules in one place
Every marketer knows the drill. The campaign is ready to go live, the final details have been checked, and then suddenly the question arises: are we actually allowed to say this? There have always been rules governing advertising. But with so many new channels, technologies and ways to reach your audience, it has become increasingly difficult to keep track of them all.
Since 15 September 2026, there has been one central reference point: the Belgian Advertising Code. The Code brings together the most important rules governing advertising in Belgium in a single document.
What does the Belgian Advertising Code contain, and how do you use it?
Until now, the relevant information was spread across legislation, sector-specific documents, guidelines and legal sources. The Belgian Advertising Code brings these separate rules together in one clear and easy-to-use document. It explains what advertisers need to take into account when creating advertising messages and translates legal requirements into practical guidelines.
It is important to note that the Code does not replace existing legislation. Instead, it complements it. The Code is therefore mainly intended as a practical guide for anyone involved in advertising.
The Belgian Advertising Code covers, among other things:
- Fairness, truthfulness and respect for human dignity
- Transparency for influencers and podcasts
- Artificial intelligence
- Claims about sustainability
- Free offers, discounts and subscriptions
- Comparisons between products and services
- Children and young people
- Environmental and social claims
- Sector-specific rules and restrictions
Self-regulation or legislation: who is responsible?
The Code is a form of self-regulation. It was developed within the advertising sector itself and is supervised by the Jury for Ethical Practices in Advertising (JEP), an independent body.
This does not mean that the rules are optional. Advertisers and advertising professionals are expected to comply with the Code. In addition, influencers, platforms and advertising intermediaries also have responsibilities and must act in accordance with both the Code and applicable legislation.
The key rules of the Belgian Advertising Code in practice
Influencer marketing and podcasts: how do you disclose advertising?
As soon as an influencer receives compensation, the content is considered commercial communication. This compensation does not necessarily have to be monetary. Free products, invitations to events, discounts or other benefits can also qualify. The post must clearly indicate that it is advertising, for example using terms such as “advertising”, “publicity”, “advertisement” or “advertising”.
Tags such as “sponsored”, “collaboration”, “partner” or “ambassador” are not sufficient on their own if they do not make the commercial nature of the content immediately clear. The disclosure must also be immediately visible and understandable to the consumer, without requiring them to click or scroll first.
When do you need to disclose AI in advertising?
Artificial intelligence is increasingly being used in advertising, but this does not automatically mean that every use of AI has to be disclosed.
Disclosure is particularly important when AI is used to create people or situations that appear realistic and could mislead consumers. If a chatbot or avatar, for example, appears to be a real person, this should be made clear. The same applies to AI-generated voices or individuals when consumers could reasonably assume that they are real.
In short: transparency becomes necessary when the use of AI could influence how consumers interpret the advertisement.
Sustainability claims and greenwashing: what are you allowed to say?
The Code pays particular attention to generic claims such as “eco-friendly”, “green”, “sustainable” or “climate-friendly”. These claims are only acceptable when advertisers can substantiate them.
Specific claims are generally stronger because they can be verified. A claim such as “packaging made from 80% recycled material” is more concrete than simply stating that a product is “sustainable”. Climate-neutrality claims or CO₂ compensation claims also require substantiation. Future-oriented claims, such as net-zero targets, must be supported by a realistic and verifiable plan.
The main principle is clear: sustainability claims must not create an inaccurate or exaggerated impression of a product or organisation's environmental impact.
“Free”, trial periods and subscriptions: what do you need to disclose?
The term “free” may only be used when the offer genuinely involves no payment obligation, or when any unavoidable costs are clearly stated.
For subscriptions or trial periods, advertisers must clearly communicate what happens after the promotional period ends. Consumers should know in advance whether a subscription will automatically renew, what it will cost and how they can cancel it.
Automatic renewals must therefore also be clearly identifiable.
Sector-specific rules and legislation: where can you find the rules for your industry?
If you work in a regulated sector, the Code refers to the applicable sector-specific rules. This includes areas such as alcohol, gambling, cosmetics, medicines, nutrition and financial products.
Some sectors are also subject to additional rules or legislation from bodies such as the National Lottery, the Gaming Commission, the Federal Agency for Medicines and Health Products, the FSMA and other competent authorities.
The Code therefore does not replace sector-specific legislation, but helps advertisers identify which additional rules may apply.
Ethical advertising and market confidence: this is how the Advertising Code works
What stands out most is that the Code does not present ethical advertising as a burden, but rather as an essential part of sustainable market growth. It follows the principle that advertising should be transparent, fair and trustworthy.
The Code therefore serves primarily as a reference framework. It provides advertisers with practical guidance, while the JEP can assess complaints and request that advertising be modified or discontinued when necessary.
The aim is not to make advertising more difficult, but to create a clear framework within which brands can communicate responsibly.
Learn more about the Belgian Advertising Code?
Read the Belgian Advertising Code at reclamecode.be/belgische-reclamecode. You can also find a summary and a practical guide there. For a concrete case, you can consult the full Code or contact the JEP.
The Belgian Advertising Code is a central reference point developed by the Council for Advertising and launched on 15 September 2026. It brings together the general and sector-specific self-regulatory codes and provides a non-exhaustive overview of the relevant legislation. This means you can find the key advertising rules applicable in Belgium all in one place.
No, the Code is based on self-regulation. Advertising does, however, remain subject to applicable legislation at all times, and in the event of a conflict, the law takes precedence. The Code complements and clarifies the law but does not replace it.
The advertiser bears ultimate responsibility for their marketing communications. Agencies, media outlets, influencers, bloggers, platforms and advertising technology companies also share responsibility, in proportion to their role and the level of professional knowledge expected of them.
The Jury for Ethical Advertising Practices (JEP) is the independent body that monitors compliance with legal and ethical advertising rules. Consumers can also contact the JEP with concerns about advertising. Upon request, advertisers must promptly provide the JEP with substantiation for their claims.
Clearly label the post at the beginning, or on the photo or video itself, with “advertising”, “publicity” or “advertisement”, in the same language as the post. Tags such as “sponsored”, “collaboration”, “partner” or “ad” are not sufficient. You should also clearly identify the brand and use the platform’s disclosure feature when available.
Yes, if the influencer communicates about it in return. The Code defines a benefit broadly: products and services received for free or at a discount also count, even if the influencer did not request them. The same applies to a discount code, an affiliate link or a product provided on loan.
Because a podcast is an audio format, the disclosure should be made verbally during the episode itself, or in a description that is immediately visible without requiring the listener to click “show more”. The Code provides examples such as “This podcast contains advertising for [advertiser]” or “This episode contains a paid partnership with [advertiser]”
Yes, when marketing communications are generated or manipulated using AI, this must be clearly disclosed. This applies in particular to images of real people and virtual interactions. A chatbot or avatar must identify itself as non-human from the outset. If you want to use AI to imitate a recognisable person, you need their contractual consent.
Generic claims such as “sustainable”, “green”, “eco” or “climate-friendly” may only be used when supported by recognised excellent environmental performance. Specific claims that are concrete and substantiated are permitted, provided that the explanation appears in close proximity to the claim. Claims of climate neutrality based solely on carbon offsetting are not permitted.
You may use the term “free” if the offer involves no obligation whatsoever, if the only costs are delivery charges disclosed in advance, or if it is linked to the purchase of a product whose price has not been increased as a result. If a free trial period converts into a paid subscription, these conditions must be clearly stated before the consumer accepts the offer.
The Code defines children as consumers aged 12 and under, and teenagers as those aged 13 to 17. Advertising must not exploit their credulity or lack of experience and must be clearly recognisable as advertising. For age-restricted products, reasonable measures must be taken, such as appropriate targeting and age screening.
The Code refers to sector-specific codes covering areas including alcohol, food products, cosmetics, detergents, motor vehicles, fundraising, the National Lottery and banking. The Code is updated whenever legislation or self-regulatory rules change, so consult the online version at raadvoorreclame.be for the most up-to-date rules.
