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VRT, the Dutch-language public broadcaster serving Flanders, has begun labeling content in its broadcasts when images or audio are created or modified using artificial intelligence to imitate reality. The broadcaster indicates that the label is intended to signal when people, objects or events have been generated or altered in ways that could blur the line between real and synthetic.
VRT positions the move as part of a broader effort to increase transparency for audiences, noting that it is among the first broadcasters in Europe to introduce such labeling across its programming.
Lieven Vermaele, director of partnerships, data and AI at VRT, said, “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.”
AI regulatory framework
The initiative comes ahead of the full implementation of the European Union’s AI regulatory framework. VRT indicates it is acting proactively to communicate the use of AI, particularly in cases involving deepfake-style content.
The broadcaster is working with Play, a commercial media group that operates television channels and a streaming platform, and VTM, the main commercial TV channel in Flanders, part of DPG Media, to introduce a consistent labeling approach across both public and commercial channels. According to VRT, the label will be rolled out in stages to align implementation across platforms by August.
Cieltje Van Achter, Flemish minister for media and Brussels, said, “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.”
VRT frames the labeling system as part of its wider AI strategy, which focuses on responsible use of the technology. The broadcaster indicates that its approach aims to balance innovation in areas such as accessibility, efficiency and creativity with the need to maintain audience trust and support media literacy.
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