Belgian Food Advertising Code

The Belgian Food Advertising Code is a self-regulatory commitment by the Belgian food sector to advertise food and beverages in a responsible manner. The code lays down clear agreements on marketing, with particular attention to the protection of children and young people. Companies undertake to limit advertising aimed specifically at young people under the age of 16 to products that meet strict nutritional criteria, or to refrain from such advertising altogether. In addition, the code encourages honest, transparent and non-misleading communication that supports a balanced diet and healthy lifestyle. Compliance is monitored by the Jury for Ethical Practices in Advertising (JEP).