In Belgium there are around 60 plant species listed as invasive (http://ias.biodiversity.be). Most of them were introduced as ornamentals. Except a few plants that have become famous invaders throughout the country, the invasiveness of these ornamentals remains unknown outside the scientific audience. Due to this lack of information, the major part is still available in nurseries. In order to reduce the introductions of these plants, a Code of conduct was launched in September 2011 within the frame of the AlterIAS project (ALTERnatives to Invasive Alien Species), an ‘Information & Communication’ Life project dedicated to invasive plants and prevention in the green sector (www.alterias.be). The Code was elaborated in consultation with horticulture professionals, scientists and representatives of administrations. Five measures were approved: (1) know the list of invasive plants in Belgium; (2) stop the trade and the plantation of some invasive plants; (3) disseminate information on invasive plants; (4) promote the use of non invasive alternative plants and (5) participate in early detection of new invaders. Restrictions of use target a list of 28 species negotiated with the sector. An awareness campaign entitled “Plant different” is on progress to promote the Code among professionals and gardeners. Different communication tools are used. Social surveys were realized to assess the tools most efficient and the subsequent change of attitudes. But raising awareness on invasive plants is difficult due to different public perception. Communication should be focused on positive messages. Negative communication with alarming terms or military metaphors re-enforces the feeling of being guilty instead of encouraging concrete solutions. Thanks to constant efforts in communication, this ‘environmentally safe’ charter is attracting new partners over time. But changing people’s attitude is a long term process. The Code of conduct will require more time than two years to be widely adopted by the horticultural sector in ...