VRT makes specific AI use transparant in its broadcasts

Thursday, 23 April, 2026 - From now on, VRT will clearly indicate when images or audio have been created or modified using artificial intelligence to imitate reality. An AI label signals when people, objects or events have been generated or altered with AI in a way that could cause confusion about what is real. With this step, VRT is making a conscious choice for transparency. The public broadcaster is one of the first in Europe to introduce an AI label in its broadcasts.

Lieven Vermaele, Director of Partnerships, Data & AI at VRT: “Artificial intelligence is evolving rapidly, but our guiding principle remains the same: transparency for the audience, in line with our public service mission. This way, we strengthen trust and remain a reliable guide in a rapidly changing digital environment.”

Although the European AI Act has not yet fully come into force, VRT has decided to proactively communicate about the use of AI in deepfakes. This approach aligns with its public mandate and responds to a clear expectation from the audience. To this end, VRT has joined forces with Belgian-Flemish media player Play to send a consistent signal and label to viewers. The Flemish commercial television station VTM also took part and stresses the importance of the initiative. As a result, an AI label will not only be visible on the public broadcaster’s channels, but also on Play and VTM. There, a label will be rolled out step by step, 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.