Belgian Advertising Council Unveils 12 Ethical AI Guidelines Aligned with EU Regulations
Brussels, The Gulf Observer: The Advertising Council of Belgium, in close collaboration with the wider advertising sector, officially unveiled a comprehensive set of 12 ethical guidelines on Friday to ensure the responsible use of artificial intelligence (AI) in advertising.
The newly launched principles place strong emphasis on human-centric values, including the protection of privacy, transparent AI deployment, safeguarding vulnerable populations, and addressing the environmental impact of AI technologies. The guidelines are fully aligned with the European Union’s AI regulatory framework, which came into effect on 2 August.
Marc Frederix, Chair of the Advertising Council, stated that the initiative aims to position Belgium as “a proactive leader in ethical AI adoption,” underscoring that AI should serve to enhance human authenticity, creativity, and operational excellence—rather than replace them. He stressed that personal data may only be used with clear, purpose-specific consent, and that AI-generated images or content must be explicitly disclosed to audiences.
“These guidelines were developed in close cooperation with all major sector organisations and draw upon relevant legislation and established ethical charters,” Frederix added. “They serve as practical tools for all stakeholders involved in advertising—from brands and agencies to technology providers.”
The Jury for Ethical Practices in Advertising (JEP) will be responsible for monitoring compliance with the new standards, with a particular focus on transparency and consent in AI-powered campaigns.
Belgium’s Federal Minister for Consumer Protection, Rob Beenders, welcomed the initiative, remarking, “Artificial intelligence opens up new opportunities for advertisers, but also poses real risks for consumers—such as misleading practices or undue influence. It is crucial that existing legislation is respected, and equally important that the sector recognises and takes responsibility for its evolving role.”
The Belgian advertising industry’s move toward self-regulation and ethical foresight is being hailed as a significant step in navigating the rapidly evolving AI landscape, while ensuring that innovation is balanced with public trust and consumer rights.
