Belgium Influencer Disclosure Rules 2026

Influencer disclosure rules in Belgium: the wording the local regulator prefers, where to place it and which variants it rejects. Pick a platform and collaboration type below, then copy the line for your caption.

Platform

Type of collaboration

This country's regulator explicitly rejects English-only hashtags like #ad or #sponsored. The disclosure must be in the local language.

Required disclosure

Reclame / Publicité

Also acceptable

Advertentie

Publiciteit

#reclame

#publicité

✗ NOT acceptable

#ad

#collaboration

#sponsored

#gesponsord alleen

#partner

#ambassador

#met dank aan

#in opdracht van

#recl

#adv

Where to place it

Aan het begin / au début van de post — voor andere tekst
Duidelijk in de taal van het beoogde publiek
Brand moet expliciet getagd of vermeld worden
Geen verstopping in hashtag-wolken

Penalties and official sources

⚠ Penalties for non-compliance

Klachten gaan via de JEP-procedure. In ernstige gevallen kan de FOD Economie (Service Public Fédéral Économie) bestuurlijke boetes opleggen onder Boek VI van het Wetboek van economisch recht.

Source

→ JEP — Code identificatie influencers (PDF, published 1 August 2025)

ⓘ This is general guidance based on publicly available regulatory sources, not legal advice. Every campaign should be reviewed by qualified counsel in the target jurisdiction before launch.

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Code inzake identificatie van commerciële communicatie door influencers

JEP — Jury voor Ethische Praktijken inzake reclame · 2025

Belgium's JEP code (2025) requires bilingual-friendly disclosure: clear tags in Dutch or French depending on the audience. Ambiguous tags like #collab, #partner, #ambassador or shorthand #recl, #adv are explicitly rejected. The brand must be clearly identified.

FAQ

Is #ad enough in Belgium?

Not on its own. The rules overseen by JEP — Jury voor Ethische Praktijken inzake reclame expect a clear label the local audience understands, so use the local-language wording from the generator above rather than an English-only hashtag.

What law governs influencer disclosure in Belgium?

Code inzake identificatie van commerciële communicatie door influencers (2025), enforced by JEP — Jury voor Ethische Praktijken inzake reclame. Klachten gaan via de JEP-procedure. In ernstige gevallen kan de FOD Economie (Service Public Fédéral Économie) bestuurlijke boetes opleggen onder Boek VI van het Wetboek van economisch recht.

Does gifted content require disclosure in Belgium?

Yes. Reclame / Publicité is the regulator-preferred wording. See the generator above for accepted alternatives.

Other EU countries

France Germany Spain Italy Netherlands Portugal Austria Switzerland Poland Sweden United Kingdom Ireland

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