Language and Cultural Features
	Postal Services
	Customer Protection Data Privacy

Language and
Cultural Features
In general, the Belgian people are considered to be very receptive to direct marketing. At least where language peculiarities are concerned, Brussels forms the border between Flanders and Wallonia. In Brussels, both Dutch and French are considered official languages. The Flemish are generally regarded as conservative, traditional and hard-working. The Wallonians on the other hand are considered to be open-minded, creative and imaginative.

B2C Marketing
Another piece of advice for cross-border direct marketing in Belgium:
Where possible use the recipient's
native language. In Flanders in the north, Dutch is spoken, in Wallonia in the south, however, French is spoken and German is also spoken by the Germans who have settled there. This means that at least where consumer mailings are concerned, local conditions should always be taken into consideration and it should be checked in advance which language is used in which region.

B2B Marketing
For B2B mailings, English may be used but a check should also be made in advance to determine whether this is in fact the best option despite the fact that over half the population of Belgium would understand English.

Source: Fedma, PDMS

Postal Services

The Belgian Post Office and Postcheque Office are independent state enterprises. Together, they offer direct marketing companies an impressive range of services, including:

• Various services for bulk mailings
• Pre-franked responses
• Express service including Taxi-Post, Express Mail Service and Office Fax
• Financial services: Giro service money transfer in US$, cash-on-delivery (C.O.D)

Source: Fedma

Customer Protection - Data Privacy

Belgian data protection legislation only applies to the data of natural persons. Legal entities are excluded from this legislation. Data protection legislation is based on the act “Loi du 11 december 1998”.

In Belgium there are three different Robinson lists. One for written advertisements, one for telephoneadvertising and one for advertisements by fax. People who do not wish to receive any advertisements by post, telephone or fax can apply to have their names entered into these lists. The Belgian Direct Marketing Association publishes and regularly updates these lists.

In addition, the Belgian Direct Marketing Association has introduced a direct marketing identification mark. The identification mark shows consumers that the advertiser is a member of the Belgian Direct Marketing Association and complies with the rules of conduct imposed by the Direct Marketing Association. If problems should arise concerning direct marketing, the consumer can count on the Belgian Direct Marketing Association finding a solution to the problem.

Source: Fedma, Swiss Post