In this study, Ortelius examines the current impact of advertising on the Belgian economy and society, using econometric models, the in-house Ecosystem Impact Tool, and an extensive literature review. The aim is not only to quantify advertising’s contribution, but also to gain a better understanding of the social functions it fulfils today. With international examples, the study highlights opportunities to reinforce the Belgian advertising ecosystem. Finally, eight actionable recommendations are formulated. The study was carried out on behalf of the "Raad voor Reclame".