Skip to main content
European Union flag
Log in
Community Message
Membership to the Community Portal is only available to Community members.
Select Accept to continue to the Login page.

Online abuse – get help, report it!

Contact a helpline

Belgian Code of Conduct for Advertising and Marketing Communication to Children

Title (original language): Belgische Code voor Reclame en Marketingcommunicatie gericht op Kinderen

The Belgium Code of Conduct for Advertising and Marketing Communications to children is a selef-regulatory code that sets guidelines on marketing and advertising directed at children, including digital environments. It addresses manipulative advertising techniques and prohibits content that exploits children's inexperience or credulity. The application of the code is controlled by the Jury for Ethical Practice in Advertising (JEP), the self-regulatory body of the advertising sector in Belgium, which is composed of advertisers, marketing bureaus, media and consumers.

(Source: JEP)

 

Entities responsible for implementation: Belgian Advertising Council, Jury voor Ethische Praktijken inzake Reclame (JEP)

Status: Implemented | Implementation period start: 2012 | Implementation period finish: Ongoing
Record created: 01 July 2025
  • Belgium

  • Go to document source
  • EU: self and co-regulatory measure (codes of conduct)
  • BIK+ strategy pillar 1 - protection
  • advertising, social media, commercialism
  • Machine translation used
Title (original language): Belgische Code voor Reclame en Marketingcommunicatie gericht op Kinderen
Four aligned boxes of increasing height and different colours with the writing "Knowledge hub: Rules and guidelines".

The Belgium Code of Conduct for Advertising and Marketing Communications to children is a selef-regulatory code that sets guidelines on marketing and advertising directed at children, including digital environments. It addresses manipulative advertising techniques and prohibits content that exploits children's inexperience or credulity. The application of the code is controlled by the Jury for Ethical Practice in Advertising (JEP), the self-regulatory body of the advertising sector in Belgium, which is composed of advertisers, marketing bureaus, media and consumers.

(Source: JEP)

 

Entities responsible for implementation: Belgian Advertising Council, Jury voor Ethische Praktijken inzake Reclame (JEP)

Status: Implemented | Implementation period start: 2012 | Implementation period finish: Ongoing
Record created: 01 July 2025
  • Belgium

  • Go to document source
  • EU: self and co-regulatory measure (codes of conduct)
  • BIK+ strategy pillar 1 - protection
  • advertising, social media, commercialism
  • Machine translation used
Newsletter subscription
© BIK
Newsletter subscription
© BIK

Stay informed

Read the quarterly Better Internet for Kids bulletin for all the latest news.