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ARTICLE · 09 JANUARY 2013

White Book "Advertising Law In Belgium"

Peeters
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Since advertising has always been inherent to everyday life, the relevant rules and regulations can be found in various laws and codes relating to all parts of society.

BelgiumMedia, Telecoms, IT, Entertainment
Griet Verfaillie
Griet Verfaillie
Lynn Pype
Lynn Pype

Introduction

Belgium has no single Law on Advertising. Since advertising has always been inherent to everyday life, the relevant rules and regulations can be found in various laws and codes relating to all parts of society.

Advertising can be defined as every communication which aims directly or indirectly at the promotion of the sale of products and services of any kind, including the rights and obligations thereto, regardless of the place or the means of communication used.

In this regard, two types of advertising legislation can be distinguished. The first type relates to advertising of specific products and can be found in numerous laws. The other type relates to the methodology of advertising and is set out primarily in the Law of 6 April 2010 relating to Market Practices and Consumer Protection (hereinafter the LMCP).

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