AI in advertising
Together with the Raad voor Reclame / Conseil de la Publicité and our fellow member associations, UBA, BPX, AEA, VIA, BAM and UMA, we've updated the Belgian guidelines on AI in advertising. They set out when and how AI-generated content should be disclosed, combined with the 12 clear principles for using AI responsibly in marketing and communication.
AI in advertising
Together with the Raad voor Reclame / Conseil de la Publicité and our fellow member associations, UBA, BPX, AEA, VIA, BAM and UMA, we've updated the Belgian guidelines on AI in advertising. They set out when and how AI-generated content should be disclosed, combined with the 12 clear principles for using AI responsibly in marketing and communication.
WHY THIS UPDATE
Since the first version of these guidelines, AI has moved from an emerging capability to a daily part of how agencies and brands plan, create and produce advertising. The EU AI Act is now in force, and we are here to help with guidance together with the partners of the Raad voor Reclame /Conseil de la publicité.
WHAT'S INSIDE
The guidelines are built in two parts.
Part 1, AI Transparency and Disclosure, is a practical guide to Article 50 of the EU AI Act. It explains when disclosure is required, offers a three-factor test and decision flowchart to work through case by case, and sets out a concrete disclosure framework, what to say, when to show it and where, for images, out-of-home, video, online video and radio/audio. It includes suggested icon guidance and ready-to-use label wording in English, Dutch and French.
Part 2, 12 Clear Principles, is the broader reference framework for responsible AI use in advertising: from keeping a human at the core of every AI decision, to AI literacy, inclusivity, protecting vulnerable groups, privacy, respecting IP and personality rights, environmental impact, and fair, transparent collaboration across the value chain.
Note: This is guidance, not legal advice, and it will keep evolving as the regulatory landscape, and industry practice, develops. Always check the specifics of your
