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

On 10 May 2025, the Data Protection Authority (APD) closes the consultation on its updated Recommendation on direct marketing. 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 sets out principles for fair marketing practices, requiring direct marketing activities to be transparent, lawful and respectful of consumers' rights. It emphasises the need for transparent and accurate communication in marketing messages and advises against exploitative or misleading tactics. It 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.