The booming influencer economy of Belgium is colliding with an advertising rulebook that many creators say belongs to another era.
Different obligations across federal, regional and local authorities mean that wording acceptable in one region may trigger a reprimand in another. Some influencers have even faced large fines for administrative breaches such as failing to publish business details on their profiles.
In response, the Influencer Marketing Alliance in Belgium has launched a certification scheme designed to help creators navigate the legal maze instead of risking unintentional violations.
Influencers complete an online course on advertising and consumer law and must pass a final exam before being listed in a public registry monitored by the Jury for Ethical Practices.
Major brands, including L’Oréal and Coca-Cola, already prefer to collaborate with certified creators to ensure compliance and credibility.
Not everyone is convinced.
Some Belgian influencers argue that certification adds more bureaucracy at a time when they already struggle to understand overlapping rules. Others see value as a structured reminder that content creators remain legally responsible for commercial communication shared with followers.
The alliance is also pushing lawmakers to involve influencers more closely when drafting future rules, including taxation and safeguards for child creators.
Consumer groups such as BEUC support clearer definitions and obligations under the forthcoming EU Digital Fairness Act, arguing that influencer advertising should follow the same standards as other media instead of remaining in a grey zone.
Would you like to learn more about AI, tech and digital diplomacy? If so, ask our Diplo chatbot!
