Belgium: Advertising, Marketing & Branding

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Entertainment law, media law and telecoms law thought leadership, articles, podcasts, videos and webinars from expert sources across the legal world. Explore insights covering topics such as advertising, marketing and branding, broadcasting, gaming, hotels and hospitality, publishing, and mobile and cable communications.

Sales All Year Round!

In a series of 3 rulings handed down on 20 May 2026, the Belgian Council of State (highest administrative court) confirms what most legal practitioners have been saying for a long time...

Belgium Consumer

GA

Global Advertising Lawyers Alliance (GALA)

EU Pharma Package: Advertising Compromise Proposal

In our ninth alert in this EU Pharma Package Series, we discussed the proposals of the Commission, Council, and Parliament with respect to advertising of medicinal products.

Belgium Healthcare

CM

Crowell & Moring LLP

The New EU "Pharma Package": Access Conditionalities And Shortage Measures Compromise Proposal

The access conditionality under Article 56a has shifted from an incentive (“carrot”) to a penalty (“stick”) — Member States can request marketing authorization holders (MAH) to launch and supply products...

Belgium Healthcare

CM

Crowell & Moring LLP

Trade Marks And Politics

In this article, we discuss an interesting EU case that brings together trade marks and politics. What more could we ask for?

E

ENS

Retail Promotions & Pricing: Legal Essentials For Retailers | Part 6 – Coupons And Vouchers: Don't Forget The Mandatory Information

Belgium Commercial

A

Altius

Retail Promotions & Pricing: Legal Essentials For Retailers | Part 3 – Liquidation Sales: When And How To Legally Conduct Them

Belgium Commercial

A

Altius

Retail Promotions & Pricing: Legal Essentials For Retailers | Part 2 – Sales Periods: Rules, Restrictions, And Compliance

Belgium Media & IT

A

Altius

Retail Promotions & Pricing: Legal Essentials For Retailers | Part 1: Price Reduction Announcements: The Legal Framework And Best Practices

Belgium Media & IT

A

Altius

CJEU's DocMorris Ruling: Where Is The Line For Pharmaceutical Advertising?

Belgium Healthcare

A

Altius

Shaping The Future Of Tech: Latest Updates On The Digital Markets Act

Belgium Media & IT

QE

Quinn Emanuel Urquhart & Sullivan

Brussels Court Of Appeal Prohibits The Rebranding Of A Generic Pharmaceutical Into The Originator Reference Product In The Framework Of Parallel Import

Belgium Media & IT

CM

Crowell & Moring LLP

Verstrenging Kansspelwet In Zicht

Belgium Media & IT

CU

Caluwaerts Uytterhoeven

A Step Forward In Green Marketing Regulation: EU Directives Target Greenwashing And Strengthen Requirements For The Use Of Green Claims And Environmental Labels

Belgium Media & IT

A

Altius

ASA Rules Ad Claim A Leno-Go

Belgium Media & IT

OC

Osborne Clarke

Belgium’s Pension Reform: Early Retirement And The Bonus–malus Impact For HR

Belgium Employment

LL

Loyens & Loeff

EU Adopts 20th Package Against Russia & Parallel Sanctions On Belarus

Belgium International

MB

Mayer Brown

New EU Sample Retention Rules Coming Up For Veterinary Medicines Repackaged For Parallel Trade

European Union Healthcare

A

Altius

EU Merger Control Reimagined: Draft Guidelines Shift Approach To Scale, Dynamic Competition, And Benefits

European Union Anti-trust

AO

A&O Shearman

Commission Opens Feedback On Simplified ESRS: What Changed And What Comes Next

European Union Commercial

JD

Jones Day

Belgium Is Getting Ready For The Digital Services Act: Are You Impacted?

On 17 February 2024, the EU Digital Services Act became fully applicable to online intermediaries and platforms (online marketplaces, social networks, content-sharing platforms, etc.) operating in Europe.

Belgium Media & IT

LL

Loyens & Loeff

HFSS Newsletter | February 2024

Despite the delay in implementing marketing and advertising restrictions for products high in fat, salt or sugar (HFSS), there have been some important developments in relation to HFSS.

Worldwide Media & IT

OC

Osborne Clarke

French Parliament Comes A Step Closer To Adopting New Legislation To Secure And Regulate The Digital Space

On 17 October 2023, the French National Assembly adopted the Law to Secure and Regulate the Digital Space...

Belgium Technology

F

Fieldfisher

EU Pharmaceutical Reforms To Overhaul Marketing And Manufacturing Rules

Advertising, marketing authorisation applications and imports are among the areas targeted by the draft proposals...

European Union Healthcare

OC

Osborne Clarke

Food Law | UK Regulatory Outlook January 2024

Belgium Healthcare

OC

Osborne Clarke

Will Google Policy Updates Affect Your Business?

Belgium Media & IT

IP

Innovation Park

Revenue Loss Opportunity Analysis

Belgium Commercial

IP

Innovation Park

Analyzing The Cost Of Opportunity

Belgium Commercial

IP

Innovation Park

Calculating & Boosting LTV: Why, What, And How

Belgium Commercial

IP

Innovation Park

Content Compliance In The Cannabis Industry: A Comprehensive Guide

Worldwide Cannabis

IP

Innovation Park

Policies, Restrictions, And Role Of Strategic Content In Gaming

Worldwide Media & IT

IP

Innovation Park

The CMO's Role In Global Growth: A C-Suite Guide To International Success

Worldwide Media & IT

IP

Innovation Park

Landmark Judgement From The CJEU For Online Operators Whose Business Model Is Based On Personalized Content And Advertisement

European Union Privacy

SJ

Steptoe LLP

Digital Age Blog Series – #2 Is Your Online Platform Compliant With EU Regulations?

European Union Media & IT

C

Cresco

Policies, Restrictions, And Role Of Strategic Content In Gaming

Understanding the intricacies of the gambling market is essential to success. You must master the relevant laws, restrictions, and ways to harness content. That's the only path towards sustainable business growth.

Worldwide Media & IT

IP

Innovation Park

The CMO's Role In Global Growth: A C-Suite Guide To International Success

Going global is a game-changer, and the Chief Marketing Officer plays a pivotal role. The CMO is the maestro of market trends. The virtuoso of value propositions. And the architect of brand building.

Worldwide Media & IT

IP

Innovation Park

Landmark Judgement From The CJEU For Online Operators Whose Business Model Is Based On Personalized Content And Advertisement

On July 4, 2023, the highest EU court issued a landmark judgment in Case C-252/21, where the German court referred several questions for a preliminary ruling related to (i) the interplay between...

European Union Privacy

SJ

Steptoe LLP

Digital Age Blog Series – #2 Is Your Online Platform Compliant With EU Regulations?

This blog post is the second part of our digital law series in which we highlight the main changes in the digital age from a Tech & IP law perspective.

European Union Media & IT

C

Cresco

The EU Digital Service Act Has Entered Into Force

European Union Media & IT

V

Vinge

Belgian Data Protection Authority Rules IAB Cookie Consent Framework Violates The GDPR

Last week, the Belgian Data Protection Authority ruled that the IAB's cookie consent framework violated the GDPR.

Belgium Privacy

W

WilmerHale

Issuance Of Investment Instruments In Belgium – Three Pitfalls

Issuers or distributors typically expect limited comments when they circulate their base documentation or advertising material with respect to investment instruments for a Belgian law review.

Belgium Consumer

A

ARGO

National Advertising Division Issues Decision On "0 G Added Sugars" Claim For Oatmilk

Oatly, Inc. has chosen to discontinue its "no added sugars" advertising claims after the Campbell Soup Company brought a challenge before the National Advertising Division (NAD)

Belgium Healthcare

HL

Hogan Lovells

New Belgian Prospectus Law Enters Into Force

Belgium fittingly celebrated its national holiday with the entering into force of its new prospectus act.

Belgium Commercial

DP

DLA Piper UK LLP

TMT Horizons 2019

Belgium Technology

HL

Hogan Lovells

European Commission Accepts Final Commitments In Cross-Border Access To Pay-TV Case

European Union Media & IT

VB

Van Bael & Bellis

European Commission Imposes € 12.5 Million Fine On Nike For Restricting Cross-Border Sales Of Merchandising Products

European Union IP

VB

Van Bael & Bellis

European Commission Fines Google € 1.49 Billion For Abusing Its Dominant Position In Online Advertising

European Union Media & IT

VB

Van Bael & Bellis

European Commission Fines Clothing Company Guess Close To € 40 Million For Restricting Cross-Border Trade

European Union IP

VB

Van Bael & Bellis

Europe—General Court Confirms Obligation To Prove Significant Benefit Over All Authorized Medicinal Products, Including Those Authorized After The Submission Of The Marketing Authorization Application For The Future (Orphan) Product

European Union Healthcare

MB

Mayer Brown

Influencer Guidelines Published By The Belgian Advertising Council

Belgium Media & IT

GA

Global Advertising Lawyers Alliance (GALA)

Belgian Advertising Council Publishes Guidelines For Online Influencers

Belgium Media & IT

VB

Van Bael & Bellis

Debranding And Rebranding Imported Products Constitutes Trade Mark Infringement

European Union IP

VB

Van Bael & Bellis

Parallel Trade: Rebranding Of Generic Medicine To Originator Brand Name Constitutes Trade Mark Infringement

European Union IP

VB

Van Bael & Bellis

ECJ Clears Prohibition On Advertising In Relation To Plastic Surgery

European Union Media & IT

VB

Van Bael & Bellis

Brussels Court Of Appeal Sides With Ferrero In Hazelnut Spread Saga Against Delhaize And Partly Overturns Brussels Commercial Court Judgment

European Union Commercial

VB

Van Bael & Bellis

Court Of Justice Of European Union Outlaws Belgian Ban On Advertising For Dental Care

European Union Media & IT

VB

Van Bael & Bellis

Limits On Comparative Price-Based Advertising Between Shops Of Different Sizes

European Union Media & IT

VB

Van Bael & Bellis

Privacy Commission Requires Cable Operator To Implement "Opt-In" Mechanism For Direct Marketing

Belgium Privacy

JD

Jones Day

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Latest Videos

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Jusqu'Où Peut-On Exagérer Dans La Publicité ? (Épisode 2) (Video)

HA

Haas Avocats

Publicité : comparer son concurrent sans risques (épisode 1) (Video)

HA

Haas Avocats

RDJ Unveils New Brand And Shortened Name

RL

RDJ LLP

Viral Greek Advertisement With LGBTQ+ Representation Ruled Legal By The Advertising Self-Regulation Council (Video)

GA

Global Advertising Lawyers Alliance (GALA)

3 Minutes On The Right Of Personal Portrayal (Video)

AM

Arendt & Medernach

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