On 8 January 2019, JEP (Jury for Ethical Practices in advertising) released a Code for native advertising and related commercial communications. The text of the Code is available in French and Dutch.

The Code further develops articles 9 and 10 of the ICC’s Advertising and Marketing Communications Code which require commercial communications to be easily identifiable and clearly distinguished from editorial content. It contains a list of examples and specific criteria to help determine whether commercial content can clearly be identified as such by the target audience.

The Belgian Code on native advertising was adopted by the Belgian Advertising Council on 12 December 2018 and will enter into force for application by JEP on 4 February 2019. A review of its implementation will be carried out after a year.

Source: JEP