Charter on responsible advertising launched in Belgium

In late October, UBA launched the Belgian Charter on Socially-Responsible Communication (Communication Socialement Responsable) to enable an advertising industry built on mutual trust and respect.

The UBA Charter covers all forms of marketing communication and media and is comprised of several concrete commitments in three areas:

• Content: All marketing communications should be clear and recognisable, honest, respectful and should influence societal behaviour in a positive, responsible manner.

• Distribution: The distribution of marketing communications should involve the respectful processing of people’s data, consider environmental impact and steer clear of misinformation and illegal activities.

• Relationship with different stakeholders: There should be a relationship of trust among all parties – advertisers, consumers, agencies, suppliers and public authorities – with the consumer at the centre of the relationship.

Philippe Wallez, UBA Chairman said: "Sustainability is important for all sectors and a large part of our private and professional lives. It is important that we as advertisers are transparent and ethical, but also authentic. Our members will adhere to the UBA Charter and ensure that best practices are integrated into their marketing. Sustainability in marketing communications is not an option, it is a necessity."

The UBA Charter is supported by the Belgian Advertising Council (JEP) and the Federation of Belgian Enterprises (FEB).

The full Charter can be accessed here (in French). For more information, please contact Chris Van Roey.