ChatGPT Ads now available to buy in Belgium

Since late August, OpenAI has been showing advertisements in ChatGPT to Belgian users. From 31 August, advertisers can also buy campaigns themselves via the OpenAI Ads Manager.

Advertisements are shown to users of the Free plan and the paid Go subscription. Plus, Pro, Business, Enterprise and Edu remain ad-free. Users under the age of 18 do not see any advertisements. In Belgium, personalised advertisements are not available for the time being: selection is based primarily on the current conversation, language and approximate location.

OpenAI supports CPM, CPC and conversion-optimised CPC. For CPC campaigns, OpenAI cites a starting point of a maximum bid of US$ 3 to US$ 5 per click, equivalent to approximately €2.60 to €4.30 based on the ECB reference rate of 2 September 2026. For CPM, OpenAI does not publish a fixed standard rate.

For media planners, ChatGPT Ads therefore adds a new contextual channel alongside search and social, in which conversation context and intent in particular determine which advertisement is relevant.

Rates, formats and terms for Belgian media channels can be found and compared centrally in the Retrievermedia.be database.