Hi there, influencer or content creator!

Work with us

As a boutique PR agency, we are often in contact with influencers and content creators to make our clients’ destinations top of mind in the BeLux market. We provide inspiration content, organize great events, work out marketing collaboration and set up blog trips. Glenaki works for some 30 tourist destinations and companies such as Malta, South Tyrol, Slovenia and Singapore. But also for Nausicáa (Europe’s largest aquarium), Puy du Fou (the best amusement park in the world) and the Domain of the Caves of Han (where you can spot Europe’s Big 5 in the Wildlife Park). Check out the complete list of our clients to have an overview of all destinations. Do you see a fit between one of our clients and your blog or social media profile, please feel free to contact us!

Curious?

Do you want to know how such an influencer trip could look like? Discover some examples of previous influencer trips for some of our clients!

Contact us

Interested in working with us? Don’t hesitate to slide into our inbox by filling in our contact form!

Legislation for influencers & content creators

As a PR and communication agency specialised in the tourism sector, we like to provide bloggers, vloggers, content creators and influencers with the latest regulations regarding commercial collaborations such as blog trips, unboxing or paid deals. In April 2022, the FPS Economy issued a general guideline on advertising content of influencers and content creators. In addition, the Flemish Regulator for the Media also has written out its ‘Content Creator Protocol’ which is applicable to all Flemish content creators for moving images. The goal of this legislation is to make advertising always visible to the consumer. Hence, we would like to summarise the basic principles here for future reference.

Disclaimer: please note that the information displayed on this page is no legal advice, but can only be interpreted as educational content. Please consult the website of the Federal Government or the Flemish Government for the concrete legislation.

Federal legislation

When do you have to respect these rules? When is a post advertising?

You put a product, a company, a service, a brand in the foreground (verbally, visually or in text).
This can also be by sharing a discount code, organising a competition or sharing an affiliate link.
Both on social media and on your website.

AND

You receive a benefit from the company behind the brand/product or service.
This can be a free product/service, a discount, money, a product you can borrow, a percentage on the sale…
It is not required that there is an agreement, that there is an explicit request from the brand to publish a message or that the brand has control over what the content creator publishes.

What do you have to mention in an advertising post?

You must clearly indicate that it is an advertisement, it must be clear from the context of the message itself. Your followers should see at a glance that you are advertising, without having to click it open.
Tag your post with an unambiguous word that is clear to everyone, such as #publiciteit #advertentie and #reclame in Flemish, #réclame #publicité and #annonce in French, or #advertising in English. Other tags or abbreviations are often not sufficient.
The tag should not be placed at the end of the post, between different hashtags or used as the last hashtag.
The tag has to be in the same language as your message.
The tag “sponsored” can also be used when there is no agreement, contract or commission deal with the brand/company and the latter has no expectations about the number or content of your posts.
Some platforms have tags to make it clear that they are distributing advertising messages, such as Instagram’s ‘Paid Partnership’ label and YouTube’s ‘Contains Paid Promotion’ label. But just using those tags is still not enough in many cases to let your followers know it’s advertising.
You must always be honest about the product/service or brand. The message must be an accurate representation and may not create false expectations or mislead the consumer.
Be careful when targeting children: it is forbidden to directly encourage them in advertising to buy products.

Registered enterprise or not?

When you publish advertising messages for brands on a regular basis as a content creator, you are exercising an independent professional activity and are considered an enterprise within the meaning of the Belgian Economic Code and must register with the Crossroads Bank for Enterprises. What is considered ‘regular’ is not defined. As a company, you must add your company details to your social media pages and website(s). This is your company number, address and e-mail address.

Update: Minister De Bleeker announced that influencers can soon register with FeWeb (Federatie van Webbedrijven/Fédération des métiers du Web) or BeCommerce who represent webshops. They will open business centers where influencers can register so they can share this address instead of their home address on social media.

It remains important to clearly mention your company number, address and e-mail address on all your social pages and your website(s).

Penalties?

The Economic Inspectorate can issue administrative fines of up to 80,000 euros. Inspections are mainly carried out proactively by the inspection services, but also on the basis of consumer complaints.

The Flemish Content Creator Protocol

The Content Creator Protocol is meant to regulate advertising in online video on social media. It is applicable to you if you are a content creator, vlogger or influencer situated in Flanders.

When do you have to take these rules into account?

Your video contains an auditive and/or visual mention of a brand, product or service.
You receive a benefit from the company behind this brand, product or service.

What do you have to do?

Tag the commercial content visually at the start of your message with the words “advertentie” or “publiciteit” (“advertising” if your content is in English).
Tag your partners at the start of your description: @partner
Use the functionalities of the platform to indicate the presence of commercial communication.

In case you are targeting children under the age of 12, it’s important to note that product placement or logos from sponsorts are forbidden in the video. Of course, incitement to hatred or violence in your videos is prohibited at all times.

More information can be found on the website of the Flemish Regulator for the Media.

Summarized

In essence, it is expected that you disclose any advertising you make on your socials, website and other platforms, even if it is for a free product or service. Make sure to clearly and visibly tag and label your post, story, reel, TikTok or video as advertising with specific words such as #advertising, and don’t forget to tag your partner. Be careful, abbreviations are often not sufficient. Following the tips above should make sure you’re totally fine. Your followers will likely appreciate this honest approach!

Plus, when you publish advertising messages for brands on a regular basis as a content creator, you must register with the Crossroads Bank for Enterprises and add your company number, address and e-mail address to your social media pages and website(s).

More information can be found on the respective websites.

Glenaki Tourism Consultancy BV
Geerwijnstraat 12, 8000 Brugge – Belgium
0032 50 61 42 00
birgit@glenaki.com