Reclame

Reclame is the Dutch term for paid advertising and promotional activity aimed at persuading or informing a target audience about goods, services or ideas. It is typically funded by an advertiser and designed to influence consumer behavior, often with a call to action. In Dutch usage, reclame distinguishes paid advertising from publiciteit (public relations), which relies more on earned media.

Common forms of reclame include television and radio commercials, print advertisements, outdoor posters, online banners, social media campaigns, email marketing, direct mail and sponsorships. Digital advertising, programmatic buying and data-driven targeting have expanded how reclame is planned and measured. A campaign is usually designed to fit various media channels to reach specific demographics.

Advertising work is typically conducted by a reclamebureau (advertising agency) that handles market research, concept development, creative production and media planning. Agencies collaborate with clients, media owners and sometimes influencers to create cohesive campaigns. The effectiveness of reclame is assessed through metrics such as reach, frequency, impressions and conversion rates.

Regulation: Advertising in the Netherlands and Belgium operates under national and European rules that require truthfulness, substantiation of health and safety claims, and protection for children. The Netherlands has a self-regulatory system led by Stichting Reclame Code, with decisions made by the Reclame Code Commissie and compliance monitored by industry organizations.

History: Advertising has a long history in the Dutch-speaking world, from early advertisements in newspapers to modern multi-channel campaigns. The rise of radio, television and later the internet transformed reclame into a global industry, with digital platforms enabling targeted and measurable advertising.