The Belgian advertising sector continues to implement its commitments to responsible communication witha new step in the application of self-regulatory rules in Out-of-Home (OOH). Market players are providing further clarification on how the existing framework applies in proximity to schools, through the publication of two separate notes,dedicated respectively to advertising for alcoholic beverages and to HFSS food products.

This initiative is part of the Convention on Advertising and Marketing of Alcoholic Beverages and the new Belgian Food Advertising Code, which form the pillars of Belgian self-regulation in responsible communication. These frameworks notably define the rules applicable to advertising for HFSS(High in Fat, Sugar and/or Salt) products, with particular attention paid to the protection of minors, especially in public spaces.

An operational response to the specificities of the (D)OOH medium

While these principles are clearly established, their application to the (D)OOH medium required a shared and pragmatic interpretation, adapted to its specific characteristics: a limited physical inventory, campaigns planned in advance, and delivery in public space.

In this context, the AEA (Association des Exploitants d’Affichage, representing Bauer Media Outdoor, JCDecaux and Belgian Posters in Belgium), in collaboration with the Conseil de la Publicité and the Jury for Ethical Advertising (JEP),coordinated the development of two separate implementation notes.

These pursue three main objectives:

• to support and ensure aconsistent and verifiable application of self-regulatory rules,
• to protect the reputation of advertisers and brands,
• to preserve (D)OOH as a responsible, reliable and sustainable medium within communication strategies. 

A common and transparent methodology

The notes establish a single and uniform framework, applicable to both alcoholic products and HFSS products. Designed as a clear, transparent and open operational guide for the entire (D)OOH media sector, they are notably based on:

• a single reference list for identifying schools, based on the public Eurostat database, limited to kindergartens, primary and secondary schools attended predominantly by children under 16, and enriched and validated by the AEA
• a uniform calculation methodology, based on a 150-metre radius measured “as the crow flies” around the official administrative address of the schools included in the     reference list;
• a clarification of the scope of application, covering fixed advertising devices located in outdoor environments on the public domain, as well as certain private devices visible from the public space, notably excluding advertising related to a business’s own activity, indoor devices and certain mobile formats.

The AEA member media owners also commit to maintaining and regularly updating the lists of affected advertising assets, and to ensuring transparent sharing of this information with market stakeholders.

A clearly shared responsibility among stakeholders

Self-regulation in (D)OOH relies on shared responsibility among all market players. In practice, advertisers, their agencies, retailers and technology platforms must clearly and explicitly inform (D)OOH media owners, from the initial campaign request, whether the advertising to be delivered is subject to restrictions. To support this, (D)OOH media owners and agencies have introduced a Campaign Compliance Check, designed to secure planning and ensure compliance with the rules.

Where restrictions apply, timely communication with media owners is essential. As (D)OOH relies on a limited physical inventory and visuals are often delivered late in the process, anticipation helps optimise inventory and preserve campaign performance.

Media owners are ultimately responsible for the operation alimplementation in the field, with a clear objective: to apply the rules in a reliable and responsible manner.

A collective initiative serving a responsible medium

Resulting from a collaborative effort between the AEA, the Conseil de la Publicité, the JEP, the UBA and the UMA, this initiative aims to foster a shared understanding and consistent application of the rules across the entire market, including non-member players.

Through this initiative, Bauer Media Outdoor, JCDecaux and Belgian Posters reaffirm their shared commitment to ethical, transparent and responsible outdoor communication, respectful of sensitive audiences. The objective is twofold: to continue positioning (D)OOH as a safe and reliable environment for advertisers,while ensuring a simple, clear and operational implementation, supporting both performance and the long-term sustainability of the medium.

(D)OOH media owners are also committed to a process of transparency, monitoring and continuous improvement in the application of these rules.

To support the sector in understanding and applying these rules, a webinar will be held on 19 May at 2:00 PM, during which the key provisions will be explained in detail. Information and registration can be found here.

The documents on advertising around schools can be found here.