Belgium

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Law on commercial practices and the provision of information to and the protection of consumers

94/8, 11° to use editorial content in the media in order to promote a product or service, when the vendor has financed that promotion himself, without clearly indicating this in the content or with the aid of pictures or sounds which are clearly identifiable by the consumer;

Law on market practices and the protection of consumers

91, 11° using editorial content in the media to promote a product where the enterprise has paid for the promotion itself, without making that clear in the content or by images or sounds clearly identifiable by the consumer;