My pup (name: Dobber) is a Malinois, 10 weeks old, knows a few commands already but doesn't always comply, obviously, he's too young and therefore still easily distracted. That just requires patience and is to be expected. My former dog, Jack, was a Groenendaeler (whiwh iw also a Belgian Shepherd) so I'm not a beginner. Sadly Jack died from cancer after 2 years of chemotherapy.
Anyway, Dobber knows not to get on the couch but he keeps trying to get on (or pretending to do so), while looking at me (I'm at my computer a lot, keeping an eye on him and, when necessary, telling him what he can and cannot do), I think he knows I'll stop him (I don't even have to say "no" any more, I just look at him), after which he comes to me and sits on his cushion (which is next to my chair), obviously hoping to get a reward for being good.
My looking at him when he's at the couch is a reward by itself, he's just trying to get my attention. And a treat I guess
Rewarding him for not getting on, as I did at first, gave him the idea he'll get a reward. If I ignore him, he will put one foot on the couch and wait expectantly for my reaction...
So how do I break this circle?

Teather him to you so that he can't get to the couch or crate him when you can't give him 100% attention. Problem solved.

You created this problem, he's a smart pup & has learned how to get your attention when you arn't playing with him. If he has learned how to manipulate you so easily at 10 weeks old, I feel sorry for you by the time he is a year old.

On the other hand he might just be trying it on to see whether I'll let him on the couch. I just praise him now (rather than give him a treat) for not getting on the couch and he has only tried once today. He's very food-oriented.
Confining him, be it by tying him up or putting him in a cage, would stop him, yes, but it won't teach him what he can and cannot do.
He's rather quick on the uptake, it took only a few tries before I got him to "sit" at the gate when I open it rather than dash out. And when he started biting my hands it took him only 3 or 4 days to know just when it hurt me so now he doesn't bite any more (or only very very gently), he licks my hand instead.
I never realised getting a pup at 6 weeks is too young, it seems rather common to get a dog that young here in Belgium.
Chipping is obligatory BTW. Rabies vaccination is obligatory too, the other vaccinations are not, except for kennels and animal shelters, they have to inoculate against a variety of diseases.

I have a 5 month old Malinois import from Belgium, I have had him since 8wks, a reputable breeder would not ship before then. I too made the mistake of thinking that as clever as they are, that I can leave him off leash once he understood the Come, Sitz, Platz, Geblaut, Aus commands. Uh NO! The dog is a pup and will be till at least 16 months. He will be curious, he will test. The other poster is correct the dog should NEVER EVER, EVER, EVER, NEVER be off leash. Crate, kennel or on a drag line. You are creating issues which will be difficult to fix and or control.
It is much easier to teach a dog what you want it to do, rather than what you don't want it to do. As soon as he looks as though he wants to get on the coach, give him a commannd you know he is going to do without question, sitz, platz, whatever...and if he does it, he immediately gets praised..."Good Boy" then the treat. As a rule in the house, food reward, outside toy reward...don't need my 61" screen television being destroyed while Jaakan jumps for his kong. The idea is very simple, its reditrection as you would from biting hands to biting toy.
It sounds like he is understanding what you want, but you must always be sure he understands, I learned the three tents of training dogs, insisTENT, persisTENT, consisTENT. That, correct timing, a valued toy and tasty treat, corrections when where and to what level appropriate can work miracles. Good luck.

At 10 weeks I think your smart puppy has figured out how to get your attention and a treat. Personally I do not believe a 10 week old can KNOW he is not allowed on the couch. What he knows is he gets a reaction from you for trying to get on the couch.

I have a Border Collie that learned as a pup to chew the door frame to ask to go out. She DID get a reaction from the people of the house much more quickly for chewing the frame than just sitting there and waiting patiently.

Maybe you inadvertantly are 'rewarding' the approaching the couch. I would call them away from the couch and toward me, do some puppy calesthenics and then reward. So that trying to get on the couch gets them a workout away from the couch.

I'm pretty sure he does know not to get on the couch because he backs off when I look at him.
All this "positive training" one keeps hearing about has me puzzled. If one is to reward/encourage the positive and always ignore the negative, it'll take ages to get a dog trained.
Was training my former dog easier because I was 8 years younger back then? Sigh... He too was a lively Belgian Shephard dog. I don't think a few stern "no"s did him any harm.
Great site this, gave me a few handy pointers, for which I thank the maker and of course also all the people who post on the forum.