Belgium: Data Protection Authority opened consultation on updated Recommendation (01/2020) on direct marketing including fair marketing and advertising requirements

On 10 March 2025, the Data Protection Authority (APD) initiated a public consultation on its updated Recommendation on direct marketing until 10 May 2025. The update builds on Recommendation 01/2020 and takes into account developments in case law, regulatory decisions and guidance from the European Data Protection Board (EDPB). The updated recommendation delineates principles for fair marketing practices, requiring direct marketing activities to be transparent, lawful, and respectful of consumer rights. It emphasises the necessity of transparent and accurate communication in marketing messages and advises against exploitative or misleading tactics. The guidance also underlines the need for responsible targeting and the importance of proportionate and relevant marketing content based on the relationship between the business and the consumer.