The Belgian advertising sector has taken a significant step towards responsible AI adoption by launching 12 guidelines for the ethical use of artificial intelligence in advertising. Developed in collaboration with major sector organizations, these guidelines prioritize people and transparency, ensuring AI enhances authenticity, creativity, and operational excellence without replacing them.
The guidelines emphasize the importance of transparency, particularly when using AI-generated images, which must be explicitly disclosed. Advertisers are also expected to be transparent about their use of AI and obtain clear, purpose-specific consent when using personal data. Furthermore, the guidelines highlight the need to protect vulnerable groups and ensure AI is not used to deceive or manipulate.
The Jury for Ethical Practices (JEP) will monitor compliance with these guidelines, particularly in relation to transparency and consent. Consumer Protection Minister Rob Beenders welcomed the initiative, highlighting the importance of complying with existing legislation in the context of AI adoption.
These guidelines align with the EU's new AI framework, which took effect on August 2, 2025. By adopting these guidelines, Belgium aims to be a proactive leader in ethical AI adoption, mitigating risks such as deception and manipulation. The sector's commitment to transparency and people-centric AI use is expected to promote trust and confidence in AI-driven advertising practices.
