Belgian Regulator Issues Warning to Influencer Véronique De Kock Over Undisclosed Advertising
Brussels, Belgium – The Flemish Regulator for Media (VRM) has issued a warning to Belgian television presenter and businesswoman Véronique De Kock regarding insufficient disclosure of commercial communications on her Instagram profile. The decision, made public on Tuesday, March 17, 2026, stems from a monitoring investigation conducted between November 4 and November 30, 2025, focusing on De Kock’s ‘veroniquedekock’ Instagram account. This action underscores a growing trend of increased scrutiny towards social media influencers and their adherence to advertising transparency regulations across Europe.
The VRM’s investigation revealed that De Kock, who previously won the Miss Belgium title in 1995, had posted three videos containing commercial messaging during the monitored period that did not clearly identify themselves as advertising. What we have is not the first time the regulator has contacted De Kock regarding this issue, having previously reached out on May 10, 2023, September 12, 2023, and February 2, 2024, to emphasize the requirements of the Flemish Media Decree and the VRM’s “Content Creator Protocol.” The regulator’s latest action highlights the ongoing challenges in ensuring influencers clearly distinguish between organic content and paid promotions.
A History of Concerns and Regulatory Contact
The VRM’s concerns regarding De Kock’s content date back several years. The regulator has repeatedly pointed out the obligations outlined in the Flemish Media Decree concerning commercial communications. The “Content Creator Protocol” (CCP) provides specific guidance on how influencers should clearly label sponsored content. According to the VRM’s assessment, De Kock is considered a Flemish broadcasting organization subject to the decree’s regulations when presenting commercial communications. The VRM’s official decision details the specifics of the investigation and the reasoning behind the warning.
The core issue, as identified by the VRM, is that the three elements stipulated in the CCP were not cumulatively present in the videos under review. Even as De Kock does not deny the presence of commercial messaging in the videos, she disputes the VRM’s findings regarding the lack of clear identification. This disagreement underscores the subjective nature of interpreting advertising disclosure guidelines and the potential for differing opinions on what constitutes sufficient transparency.
The Regulatory Landscape for Influencers in Belgium
Belgium, like many European countries, is grappling with the evolving landscape of influencer marketing and the need to protect consumers from deceptive advertising practices. The Flemish Media Decree, which governs media regulation in the Flemish region of Belgium, aims to ensure transparency and accountability in all forms of media, including online platforms. The VRM plays a crucial role in enforcing these regulations and providing guidance to content creators.
The CCP, referenced by the VRM, is a key component of this regulatory framework. It outlines specific requirements for influencers to clearly identify sponsored content, including the use of hashtags like #ad, #sponsored, or #reclame. The protocol also emphasizes the importance of disclosing any material connection between the influencer and the brand being promoted. Failure to comply with these regulations can result in warnings, fines, or other enforcement actions.
Véronique De Kock: A Profile
Véronique De Kock, born on April 3, 1977, in Antwerp, Belgium, has enjoyed a multifaceted career in the entertainment industry. According to her Wikipedia profile, she began her career as a model at the age of 15, working in Belgium, France, Germany, and Italy. She gained national prominence after winning the Miss Flanders title in 1994 and subsequently being crowned Miss Belgium in 1995. She represented Belgium at both the Miss World 1995 and Miss Universe 1996 pageants.
Beyond her success in pageantry, De Kock has worked as a television presenter, most notably co-hosting the Miss Belgium pageant from 2008 to 2018. She also appeared as a contestant on the VTM diving competition “De Grote Sprong” in 2013. In recent years, she has ventured into entrepreneurship, opening a fashion store, ‘1995 by Véro,’ which initially operated in Schilde before relocating to Brasschaat in 2019. She married entrepreneur Manuel Goossens in 2019, following a previous relationship with Frank Slaets, with whom she has a son, Sébastien, born in 2005.
The Broader Implications for Influencer Marketing
The VRM’s warning to Véronique De Kock is part of a larger trend of increased regulatory scrutiny of influencer marketing practices globally. Authorities are increasingly focused on ensuring that influencers are transparent about their commercial relationships with brands and that consumers are not misled by disguised advertising. This trend is driven by concerns about the potential for deceptive marketing practices to harm consumers, particularly vulnerable groups such as children and young adults.
Several factors contribute to the challenges of regulating influencer marketing. The rapid growth of social media platforms and the proliferation of influencers have made it difficult for regulators to retain pace with evolving marketing tactics. The lack of clear and consistent guidelines across different jurisdictions also creates confusion for both influencers, and brands. The subjective nature of interpreting advertising disclosure requirements can lead to disputes and inconsistencies in enforcement.
The VRM’s action serves as a reminder to influencers that they are subject to the same advertising regulations as traditional media outlets. It also highlights the importance of clear and conspicuous disclosure of commercial relationships to maintain consumer trust and avoid regulatory penalties. The case of Véronique De Kock is likely to encourage other influencers in Belgium and beyond to review their advertising practices and ensure compliance with applicable regulations.
What Happens Next?
The VRM has not indicated whether further action will be taken against De Kock if she continues to fail to adequately disclose commercial communications. However, the regulator has the authority to impose fines or other sanctions for repeated violations of the Flemish Media Decree. The VRM will continue to monitor De Kock’s Instagram account and other online platforms for compliance. The full decision document is available on the VRM website for further review.
This case underscores the growing importance of transparency and accountability in the influencer marketing industry. As regulators continue to crack down on undisclosed advertising, influencers and brands must prioritize compliance to maintain consumer trust and avoid legal repercussions. The VRM’s warning to Véronique De Kock is a clear signal that the era of unchecked influencer marketing is coming to an end.
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