TLDR: Belgium’s Advertising Council, in collaboration with the wider advertising sector, has introduced 12 new ethical guidelines for the use of Artificial Intelligence (AI) in advertising. These guidelines, launched on August 8, 2025, prioritize human interests, privacy, transparency, and the protection of vulnerable groups, while also aligning with the European Union’s new AI framework.
Brussels, Belgium – On Friday, August 8, 2025, the Advertising Council in Belgium, alongside the broader advertising sector, officially launched a comprehensive set of 12 ethical guidelines for the responsible use of Artificial Intelligence (AI) in advertising. This proactive initiative aims to navigate the rapid integration of AI into the industry, ensuring that technological advancements enhance creativity and authenticity rather than leading to manipulation or deception.
The guidelines were developed in collaboration with major sector organizations, including UBA, ACC, BAM, and UMA, and incorporate principles from existing legislation and charters. They are intended to serve as practical guidance for all stakeholders in the advertising ecosystem, from brands to technology providers.
Key Focus Areas and Principles:
Prioritizing People and Privacy: Human interests must always remain central, and any AI application must strictly respect personal privacy. Advertisers are mandated to obtain clear, specific, and purpose-driven consent for the collection and use of personal data.
Transparency in AI Use: A crucial aspect is the explicit disclosure of AI-generated content. When AI is used to create images, videos, or other forms of content, the audience must be clearly informed. This prevents misleading practices where computer-generated content might appear entirely real.
Protection of Vulnerable Groups: The guidelines emphasize safeguarding vulnerable populations, such as children, by ensuring they are not unfairly targeted or exploited by AI-driven advertising.
Environmental Impact: Advertisers are urged to consider and address the environmental footprint of AI use, promoting conscious and sustainable practices.
Human Oversight and Creativity: The framework stresses that AI should serve as a tool to enhance human authenticity, originality, creativity, and operational excellence, rather than replacing the human element in advertising.
Inclusivity and Bias Prevention: Advertisers are encouraged to think and act inclusively to avoid biases that AI models might inadvertently perpetuate.
Alignment with EU Framework and Industry Reaction:
This Belgian initiative aligns seamlessly with the European Union’s new AI framework, which officially came into effect on August 2, 2025. By adhering to these EU standards, Belgium not only protects its citizens but also facilitates smoother operations for Belgian advertisers across other EU member states.
Marc Frederix, Chair of the Advertising Council, articulated the vision behind these guidelines, stating, “The goal is to make sure AI strengthens advertising rather than harms it. We want AI to support human creativity, not replace it.” He further emphasized Belgium’s ambition to be “a proactive leader in ethical AI adoption,” mitigating risks such as deception and manipulation while unlocking AI’s full creative potential.
Consumer Protection Minister Rob Beenders welcomed the initiative, remarking, “Artificial intelligence opens up new opportunities for advertisers, but also poses risks for consumers, such as misleading practices or undue influence. First and foremost, it’s crucial that existing legislation is also complied with in this new context. It’s also encouraging to see the sector reflecting on its own responsibility.”
Monitoring and Compliance:
Compliance with these new guidelines will be monitored by the Jury for Ethical Practices (JEP), particularly concerning transparency and consent. This oversight mechanism aims to safeguard consumer trust and ensure the responsible implementation of AI technologies within the advertising sector.
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The move has been widely welcomed by both industry experts and government officials, who view it as a balanced approach that protects consumers without stifling innovation within the dynamic advertising landscape.
