The article was released on Monday, January 22 in the press: a petition to make Brussels a region without advertising in public space collected more than 1000 signatures in 48 hours. It will therefore be presented to the Territorial Development Committee of the Brussels Parliament.

As the subject of advertising takes up more and more space in the public debate, we want to provide our perspective. The point of view of a company that works in advertising, but also in impact and that wants to be more responsible.

Finally, what do you think of it when you are a responsible marketing agency?

Yes, advertising pressure in public spaces (and beyond) must be reduced.

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The number of advertising incentives in public spaces or on the Internet has exploded. According to a study, 1200 to 2000 advertising messages would be sent to each person every day. This consumer pressure has gotten out of control and is harmful at various levels of our society. In addition to polluting via its direct and indirect carbon footprint, it generates digital pollution and visual pollution. Where advertising was originally intended to inform and give visibility to a brand or product, it has become a manipulation tool (we think in particular of the famous greenwashing and the creation of unnecessary needs).

We believe that it is essential to find real societal meaning in advertising. By reducing the number of advertising stimuli and by increasing the quality of the messages sent. The advertising sector must be regulated by itself, but also politically or by independent and competent third party organizations (as could be the case by 2026-2028 if the European Green Claims Directive is voted on). The economic weight that advertising carries should not harm the ecological transition, the health of citizens and everything related to it (evolution of urban development, promotion of products harmful to health or the planet, etc...). It is therefore necessary to build a real plan to restructure advertising tools in order to properly integrate them into future climate and social ambitions.

Returning to this petition, it is clear that it is interesting to act locally to create an advertising movement that may be necessary. We think in particular of the city of Haarlem in the Netherlands, which decided To ban advertising for aviation, fossil fuels and meat based on the carbon impact that its products generate. However, we think that simply banning advertising in public spaces is not an optimal decision. It would certainly be nice from a visual point of view, but addressing only public displays will not really change the problem, as advertising will end up on other advertising channels. We believe that systemic thinking about the sector is better than focusing on visible advertising, which is only the tip of the iceberg. Of course, that's easier said than done.
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It's not just reducing the ad, it's changing the content of the ad.

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The major problem with advertising is its content. The majority of the messages deployed promote products, services and imaginaries that have a negative impact on our planet or our health. The objective is generally to increase company profits, which therefore generates increasingly manipulative messages, aimed at overconsumption.

Advertising is an influence tool. In our opinion, it can be seen as positive or negative depending on the messages it sends. It is therefore necessary to mainly focus on the regulation of the content put forward. For example, by prohibiting the promotion of the most polluting products and by giving positive incentives to actors with common interests (ecological transition, health, culture, etc.).

Advertising will always exist in one way or another. To ban it completely seems impossible to us. But by regulating it properly (as proposed, for example, by the Citizens' Climate Convention in France), it is even possible to give it a positive power of influence. By thoroughly reviewing the advertising system, we can create a sector that links economy and sustainability. Less, but better. Quite simply.

Our points are generally similar to those of associations for ecological transition such asAdeme in France or EcoConso in Belgium. The advertising sector needs to change.

Advertising can have a major role to play in many societal areas (environment, health, culture, etc.). It is now time to act so that it does not remain a mirror of a bygone era.

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