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Recommendations on Online Influencer Marketing

Title (original language): Aanbevelingen van de Raad voor de Reclame inzake online influencers

The Recommendations on Online Influencer Marketing by the Belgian Advertising Council for online influencers, updated in 2022, require influencers to clearly disclose commercial communications. Influencers must use clear tags (e.g., ""reclame"", ""advertentie"") in the language of the audience, and ensure transparency for consumers, especially minors. The recommendations align with the Belgian Code of Economic Law and EU consumer protection rules. JEP (Jury for Ethical Practices in Advertising) handles complaints and monitors compliance.

(Source: JEP)

Entities responsible for implementation: Raad voor de Reclame, Jury voor Ethische Praktijken inzake Reclame (JEP)

Status: Implemented | Implementation period start: 2018 | Implementation period finish: Ongoing
Related EU policy: Audiovisual Media Services Directive (AVMSD)
Record created: 01 July 2025
  • Belgium

  • Go to document source
  • EU: self and co-regulatory measure (codes of conduct)
  • BIK+ strategy pillar 1 - protection
  • influencer marketing, advertising, online creator, social media
  • Machine translation used
Title (original language): Aanbevelingen van de Raad voor de Reclame inzake online influencers
Four aligned boxes of increasing height and different colours with the writing "Knowledge hub: Rules and guidelines".

The Recommendations on Online Influencer Marketing by the Belgian Advertising Council for online influencers, updated in 2022, require influencers to clearly disclose commercial communications. Influencers must use clear tags (e.g., ""reclame"", ""advertentie"") in the language of the audience, and ensure transparency for consumers, especially minors. The recommendations align with the Belgian Code of Economic Law and EU consumer protection rules. JEP (Jury for Ethical Practices in Advertising) handles complaints and monitors compliance.

(Source: JEP)

Entities responsible for implementation: Raad voor de Reclame, Jury voor Ethische Praktijken inzake Reclame (JEP)

Status: Implemented | Implementation period start: 2018 | Implementation period finish: Ongoing
Related EU policy: Audiovisual Media Services Directive (AVMSD)
Record created: 01 July 2025
  • Belgium

  • Go to document source
  • EU: self and co-regulatory measure (codes of conduct)
  • BIK+ strategy pillar 1 - protection
  • influencer marketing, advertising, online creator, social media
  • Machine translation used
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