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Belgium: Chambers ‘Advertising & Marketing 2020' Guide

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Annick Mottet Haugaard, Bastiaan Bruyndonckx, Olivia Santantonio and Adelice Meunier contributed to the Chambers ‘Advertising & Marketing 2020’ Guide.

Advertising is necessary for many companies to promote their products or services. To support these companies, marketers have to create attractive marketing tools and campaigns (linked to social media development for instance). Such creativity has however its legal limits. In the present guide, Lydian discusses the Belgian legal framework in general or specific to certain sectors of activities as well as self-regulation principles. Lydian’s team also examines the possible actions and remedies in case of breach. Finally, hot topics like direct marketing, targeted advertising, influencers, comparative advertising and sweepstakes are also tackled.