Checklist Ethical Advertising

Ethical advertising, our compass

Ethical advertising is the starting point for all actors united within the Council for Advertising. For them, it is obvious that advertising must respect the consumer, contribute to a fair market, and strengthen trust in communication. It is an integral part of the mission of the Council for Advertising, which safeguards ethical, responsible, and trustworthy advertising through self-regulation.

In Belgium, self-regulation, alongside the rules and laws of various public authorities, forms the cornerstone of responsible advertising practices. That is why the Council for Advertising has developed a checklist for ethical advertising.

What do we mean by ethical advertising?

‘Ethical’ comes from the Ancient Greek ethos, meaning ‘way of being’ or ‘moral habit’. Think of it as a compass that indicates what is right (and what is not) and which direction to take.

Ethical advertising can also be seen as a kind of compass. It is based on a number of core principles.

Ethical advertising is truthful and not misleading, is grounded in respect for people and society, is legally and socially responsible, and is transparent about its intentions.

Concretely, this means that advertising:

• is clearly recognisable as advertising
• uses accurate and substantiated claims
• respects privacy and personal data
• pays attention to diversity and equality

For companies, this is very important. Ethical behaviour increases credibility, a crucial element when individuals or organisations make purchasing decisions.

Ethical advertising and specific audiences and topics

Ethical advertising also means that senders do not exploit vulnerable groups, particularly children and young people. Specific rules apply to communication aimed at these groups, established both in legislation and self-regulation.

In addition, there are additional guidelines for certain product categories such as alcohol, food, and gambling.

The impact of algorithms and ai on ethical advertising

Where ethical advertising used to be (and has been for centuries) a human matter, today a technological dimension has been added.

Algorithms and AI play an increasingly important role in how advertising is developed, distributed, and optimised. This raises fundamental questions: what is right, what is responsible, and who bears responsibility?

Technology is also no longer fully neutral. Generative AI can suggest content and interpretations itself, thereby directly influencing us.

This makes it all the more important to create a clear ethical framework, within the ecosystem but also within each company. Although many companies already work with AI today, only a limited number have defined clear ethical guidelines.

Guidelines to structurally embed ethical advertising

The Council for Advertising is an active promoter of ethical advertising and encourages the ecosystem to structurally integrate it into their operations.

This can be done by building a clear approach on four levels:

Strategic level

Ensure clear governance around ethical advertising within the marketing team and ideally across the entire organisation. Clear processes and guidelines ensure that every communication consciously considers ethical aspects, legislation, and self-regulation (via codes).

Operational level

Ensure that ethical principles are effectively applied in execution. Think of respect for copyright, human review of every communication, careful use of data, etc.

Tactical level

Work with clear KPIs around ethical advertising. Measure and evaluate your approach and adjust where necessary.

Cultural level

Make ethical advertising a shared reflex within your company.

Actors within the advertising ecosystem emphasise that ethical advertising is not a brake on creativity, but rather its foundation. By taking responsibility, advertisers, agencies, and media together build sustainable relationships with consumers and a credible communications sector.

Checklist for ethical advertising

Advertising will be ethical or it will not exist.

Want to check whether your communication is ethically sound? Use the checklist below.

Transparency and honesty

• Is it clear that this is advertising?
• Are all claims correct, substantiated, and not misleading?
• Are benefits not exaggerated or essential information omitted?

Respect for people and society

• Does the communication avoid stereotyping or discrimination?
• Is there no exploitation of vulnerable groups (such as children and young people)?
• Does the message align with the values and reality of the target audience?
• Are the legal rules on greenwashing and social washing respected?

Privacy and data

• Are personal data used correctly and in accordance with regulations?
• Is the use of data transparent to the consumer?
• Ensure all GDPR rules are respected.

Legal and sector framework

• Does the advertising comply with applicable legislation?
• Are relevant self-regulatory codes followed (e.g. for alcohol, food, gambling)?

Use of technology and AI

• Was the output of AI or algorithms critically reviewed by a human?
• Is it clear who is responsible for the message?
• Does the technology avoid bias or unwanted influence?
• Were the 12 guidelines for ethical AI use in advertising respected?

Internal operations

• Has internal validation been carried out (legal, ethical, marketing)?
• Are responsibilities and decision-making processes clear?
• Does your company/organisation have someone responsible for ethical advertising?

Use these checks not only as a final control, but also during the creation of advertising.
This way, ethics becomes a permanent part of your workflow.

Need advice on your advertising?

Compliance with ethical advertising rules in Belgium is monitored by the Jury for Ethical Practices in Advertising (JEP), the sector’s independent supervisory body. You can also request prior advice from them. More info at www.jep.be