The impetus for the new guidelines is the European AI Act, which requires media organisations to clearly indicate when AI has been utilised in certain forms of AI usage, according to a press release. However, Media Campus NL states that the guidelines are “primarily intended to raise awareness among viewers and listeners when content may not be genuine and could be misleading”.
Initiated by Media Campus NL, the Dutch public broadcaster NPO and media companies DPG Media, Mediahuis, and Talpa have joined forces to make the European regulations applicable to their own Dutch and Flemish media. The guidelines aim to provide practical support to media creators.
More specifically, they clarify when AI-generated content can be classified as a deepfake, which AI logo is used, and when an AI logo or audio message is necessary. The guidelines also consider the context in which content is published. For example, different principles apply to news and journalistic content than to infotainment, reality, or fiction. Not every use of AI requires a label; “technical improvements or applications that do not alter the content, meaning, or context generally do not need to be labelled”.
Media Campus NL emphasises that the joint approach is a starting document that will be further developed in practice. Transparency is not an end in itself; according to the media companies, an AI label should retain its significance. The media organisations sought a proportionate and workable approach, “clear and visible when necessary, and reserved where appropriate and legally permissible”. The participating organisations are also free to adopt their own, broader policies.
The initial translation of this content was generated by AI. All facts, context, and language have subsequently been verified and validated by a human editorial team.
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