Ethical and responsible advertising code
On 13 April 2007, the National Lottery undertook to observe in future the ethical and responsible advertising code of companies organising lottery games with regard to all its communication. By applying this code, the National Lottery undertook to design, produce and disseminate messages and campaigns intended to publicise, explain and promote the games of the National Lottery among adult consumers, while remaining within the bounds of responsible gaming.
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That is part of the core mission of the National Lottery.
In accordance with its management contract, the Lottery must act as a responsible company.
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To this end, the Lottery has a duty to channel gambling behaviour.
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With this in mind, the code allows a responsible gaming policy to be applied throughout its communication.
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This also complies with the principles laid down by the WLA, the World Lottery Association: implementation of a responsible marketing policy
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This sector-specific code concerns all businesses organising lottery games on Belgian territory.
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The following fall outside the scope of the code: tombolas, games of chance and betting on sports and horse racing.
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The JEP (Jury on Ethical Practices in Advertising) oversees compliance with this code.
The JEP is the self-regulation body for the advertising sector in Belgium. It was set up by the Conseil de la Publicité, the Advertising Council, whose members are representative associations
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of advertisers,
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communication agencies
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and the media.
The objective of the Council is to promote advertising.
The Jury's mission is to examine whether advertising messages disseminated in the media comply with the ethical advertising rules, based on laws and self-regulation codes. www.jepbelgium.be
ETHICAL AND RESPONSIBLE ADVERTISING CODE (PDF)