April 22, 2026
VRT introduces clear AI labelling in broadcasts
From now on, VRT will clearly indicate when images or audio have been created or modified using artificial intelligence to simulate reality. An AI label will appear whenever people, objects or events have been generated or altered with AI, and when there is a risk that viewers might mistake them for real. With this step, VRT is making a conscious choice for transparency. The public broadcaster is one of the first in Europe to introduce a clear AI label in its broadcasts.
Lieven Vermaele, Director of Partnerships, Data & AI: “Artificial intelligence is evolving rapidly, but our guiding principle remains the same: transparency for the public, in line with our public service mission. In this way, we strengthen trust and continue to act as a reliable guide in a digital environment that is constantly changing.”
Although European AI legislation has not yet fully come into force, VRT has chosen to communicate proactively about the use of AI in deepfakes. This approach aligns with its public service role and responds to clear expectations from the audience. To this end, VRT has joined forces with local media player Play to send a consistent signal and label to viewers. VTM has also been involved and acknowledges the importance of this initiative. As a result, the AI label will not only be visible on the public broadcaster’s channels, but also on Play and VTM. The label will be rolled out step by step there, with the aim of achieving full alignment by August.
Flemish Minister for Media and Brussels Cieltje Van Achter: “At a time when trust in news is under pressure and artificial intelligence is blurring the line between real and fake, transparency is essential. With this AI label, VRT takes responsibility as a public broadcaster and makes a clear and deliberate choice for openness towards the Flemish public.”
Transparency and media literacy in the age of AI
As AI-generated images and audio become increasingly realistic, VRT wants to help the Flemish public better distinguish between what is real and what is not. This focus on transparency is part of VRT’s broader AI policy, which is centred on the responsible use of artificial intelligence. Within this framework, the public broadcaster explores the possibilities of AI with a focus on accessibility, efficiency and creativity — without losing sight of public trust.
