When we think of Belgium, especially Ghent—the heart of Europe—we think of progress, inclusivity, and academic excellence. However, my one-year journey applying to the School of Branding at Arteveldehogeschool (Artevelde University of Applied Sciences) revealed a much darker side: institutional ageism that sits in stark contrast to its academic reputation.
If you are considering applying to the Artevelde School of Branding, I encourage you to read the official VMRI ruling before making your decision.
After 15 years of professional experience and holding three Master’s degrees, I applied to Artevelde’s postgraduate program to further specialize. The feedback I received was not about my skills or my portfolio. In fact, my expertise was praised. Instead, the rejection was explicitly linked to my age: 41.
The school’s initial stance suggested that branding is a field for the “young,” effectively dismissing a decade and a half of industry experience as a disadvantage.
I did not take this lying down. I took the case to the Flemish Human Rights Institute (Vlaams Mensenrechteninstituut – VMRI). After a year-long process and online hearings, the verdict was clear and public: “Artevelde University of Applied Sciences discriminates by not admitting a 41-year-old student.” You can read the full, official ruling here: VMRI Ruling – Case Arteveldehogeschool The “180-Degree” Pivot: A Question of Institutional Accountability What happened after the ruling was equally telling. Once the VMRI legally confirmed the discrimination, the university’s narrative changed overnight. • They admitted the “age comment” was a mistake. • They suddenly claimed my portfolio—which was previously not the primary issue—was now “insufficient.” • They proposed a “re-evaluation” by the same institution that had already demonstrated a biased mindset. The sequence of events raised serious questions about whether the university’s response represented a genuine commitment to justice or a procedural exercise in damage control.
During the process, I reached out to the university's Confidential Advisor (Vertrouwenspersoon), hoping for an internal ethical resolution. The response was limited to a single directive: "We have spoken to the legal department; if you are unsatisfied, seek recourse through the court." This reveals a systemic issue: when a student faces discrimination at Artevelde, the internal support systems may prioritize protecting the institution over upholding human rights.
For one full year, I lived in a state of uncertainty. I participated in hearings, provided endless documentation, and proved my professional worth, only to be met with institutional indifference. The mental exhaustion of fighting for a right that should be fundamental—the right to education regardless of age—is a burden no student should carry.
Branding is about truth, values, and identity. If a School of Branding fails to practice the very values it teaches—ethics, inclusivity, and honesty—how can it effectively teach the next generation of brand strategists?
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