Transparency is a core value at Sugar Daddy Belgium. On this page, we inform you fully about who we are, how we finance ourselves and how we handle commercial relationships - so you always know where you stand.
Who are we?
Behind every platform are people and organisations. We believe you have the right to know who manages the service you use. Below are our company details:
🏢 Company details
Operator
Polaris Nexus LLC
Branch address
1621 Central Avenue
82001 Cheyenne, Wyoming
United States
General contact
info@polarisnexuslcc.com
🇧🇪 Belgian operations
Website
sugardaddybelgium.eu
Target market
Belgium (Flanders, Brussels, Wallonia)
Language
Dutch (Belgian)
Applicable law
Belgian law & EU regulations
📌 Comment: Although our parent company is based in the United States, Sugar Daddy Belgiëfully complies with European legislation, including the AVG (GDPR), the Belgian Market Practices Act and EU consumer protection directives. Belgian users can exercise their rights in accordance with Belgian and European law.
Our business model explained
Sugar Daddy Belgiëis an online dating platform offering both free and paid features. Our goal is to facilitate authentic connections between adults in a safe, respectful environment. To make this possible and fund our services, we generate revenue through the following channels:
Our promise: editorial independence
Commerce and content are separated
Advertisers, sponsors and affiliate partners do not influence our editorial choices, security protocols or moderation decisions.
📝 Blog & content
Our editors decide independently which topics to cover. Sponsored content is clearly marked and does not affect non-sponsored articles.
🛡️ Security & moderation
No advertiser or sponsor can influence our security protocols or obtain exceptions to our community guidelines.
⭐ Reviews & recommendations
Product recommendations or reviews on our blog are based on honest evaluation. Paid entries are always marked as such.
🚫 What we refuse
We refuse ads or collaborations that are misleading, inconsistent with our values, or may be harmful to our community.
Transparency in practice
Belgian consumers are entitled to clear information on commercial communications. In accordance with the Belgian Market Practices Act and European directives, we use the following signage:
📄 Sponsored articles
Blog posts for which we receive compensation from a third party. The content is developed in cooperation with the sponsor.
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Sponsored content🔗 Affiliate links
Links to products or services for which we receive a commission if you make a purchase. This does not affect the price for you.
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Contains affiliate links🤝 Paid collaborations
Content created in partnership with a brand, where there is a commercial relationship between Sugar Daddy Belgiëand the partner.
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In association with [Brand]📢 Display ads
Banners and other ad formats from external advertisers. These are visually distinct from editorial content.
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AdvertisementHow we deal with conflicts of interest
Transparency also means being honest when potential conflicts of interest exist. We apply the following principles:
🔍 When do we report a conflict?
- When we write about a product or service from a advertiser or sponsor
- When a team member has a personal or financial relationship has with a discussed entity
- When we have a free product or service have received for review
- When there ownership relations exist between Sugar Daddy Belgiëand discussed companies
📋 How do we report it?
- Prominent and clear - at the beginning of the article, not hidden in a footnote
- Specific - not vague “there may be a relationship” but concrete what the relationship entails
- Fair - even if the entry potentially affects our credibility
- Consistent - same standard for all content
Belgian legal framework
Our transparency practices are not only ethically motivated but also legally enshrined. Key Belgian and European regulations that apply:
📜 Market Practices Act (Book VI WER)
Belgian legislation on market practices and consumer protection requires commercial communications to be clearly identifiable. Misleading advertising and hidden commercial messages are prohibited.
📜 European Unfair Commercial Practices Directive (2005/29/EC)
This directive protects consumers from misleading and aggressive commercial practices in the EU. Editorial content that is actually advertising without clear indication is explicitly banned.
📜 AVG/GDPR - Transparency in data processing
The General Data Protection Regulation requires us to be transparent about how personal data is used, including for advertising purposes.
📜 Jury on Ethical Practices in Advertising (JEP)
The Belgian self-regulatory body for advertising ethics. We follow the JEP's recommendations on recognisable advertising and influencer marketing.
Data processing for advertising
In order to display relevant ads and measure their effectiveness, we process certain data. This is always done in accordance with the AVG and your consent preferences.
Personalised ads
If you give permission, advertisements may be tailored to your interests and behaviour on the site.
Performance measurement
We measure how many users see and click on ads to assess effectiveness.
Cookies and tracking
Advertising partners may set cookies. You can manage your preferences via our cookie banner.
Your control
You can withdraw or amend your consent at any time via the cookie settings.
Detailed information on how we handle your personal data can be found in our Privacy policy.
Commercial contacts
Interested in working with Sugar Daddy Belgium?
Advertising & sponsorship
Banners, sponsored articles, newsletter entries
adverteren@sugardaddybelgium.eu
Partnerships & affiliates
Long-term partnerships, affiliate programmes
partners@sugardaddybelgium.eu
Press & media
Press enquiries, interviews, media requests
pers@sugardaddybelgium.eu
Frequently asked questions
Why is Sugar Daddy Belgiëowned by a US company? +
Polaris Nexus LLC operates several dating platforms in multiple countries. This structure offers economies of scale and expertise that benefit all platforms. Despite the US parent company, we operate in full compliance with Belgian and European law, particularly on privacy (AVG), consumer protection and digital services.
Will my data be sent to the US? +
We process data primarily within the European Union. If data transfer to the US is necessary, this is only done with appropriate safeguards in accordance with the AVG, such as Standard Contractual Clauses (SCCs). More details can be found in our Privacy Policy.
How do I know if a blog article is sponsored? +
Sponsored articles are always marked with a clear label at the beginning of the article, such as “Sponsored content” or “In collaboration with [Brand]”. This marking is visually distinctive and cannot be overlooked. The same standard applies to affiliate links.
Can I turn off ads? +
You can disable personalised ads via our cookie settings. Premium members additionally enjoy an ad-free experience as part of their subscription. Note that this does not apply to sponsored blog articles, which are editorial content.
Does Sugar Daddy Belgiëreceive investments from third parties? +
Sugar Daddy Belgiëis a wholly owned subsidiary of Polaris Nexus LLC. There are currently no external investors or shareholders outside the parent company. This means we are not tied to the interests of venture capital or other external financiers.
Updates to this page
Last revision
September 2025
This information is updated when our business model,
our ownership structure or relevant legislation changes.