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Instrument of self-regulation

Dutch Advertising Code
Entry into force:
Type of document:
Code of Conduct
Geographical scope:
Content-related scope:
Related areas:
consumer rights,
data protection / privacy,
youth protection

The Dutch Advertising Code contains a body of rules with which all advertising should comply. It is divided into a General Section and a Special Section (the Special Advertising Codes).

The former stipulates, among other things, that advertisements may not be misleading or untrue. This section also contains a number of subjective standards, one of which stipulates that advertising must not be gratuitously offensive or at odds with good taste and decency. The Special Codes apply to advertising for specific products and services.

Advertising is defined as any form of public commendation of goods, services or concepts. The solicitation of services is also defined as advertising (see article 1 of the Advertising Code). The Advertising Code applies to all advertising, regardless of the medium used, unless explicitly stated otherwise.

   Click to download the corresponding pdf-document (0.478 MB)

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Available on the website since September 30, 2008