Like any other country, in Belgium there are regulations on commercial advertising.

Commercial advertising is largely regulated by the Belgian Federal Act on Market Practices and Consumer Protection of 6 April 2010. This Act stipulates that the use of editorial content in the media, for which the advertiser has paid, to advertise a product, when this is not made clear to the consumer, constitutes illegal misleading advertising. Other legislation and regulation on commercial advertising in the media almost exclusively focuses on the audiovisual media

Combined with a national press launch, the documentary premiered at Ancienne Belgique on October 22nd, together with a concert from London based band ‘Is Tropical’. Following this premiere, the three-part documentary ran on Acht, a national digital TV station.

At the same time, we flooded the Belgian market with 60.000.000 ‘Best of Belgium’ special edition beer cans, featuring 35 Belgian AB artist and directing consumers to the ‘Best of Belgium’ website. On the site people could watch al three 30-minute episodes and scroll through a timeline of 35 years AB history, illustrated by 35 memorable moments in Belgian music history.

Best of Belgium was Acht’s most viewed documentary in 2014, with over 500.000 viewers and received major press coverage. Also up to today, the ‘Best of Belgium’ T-shirts can be spotted regularly in the streets.