Official teams to reach gaming audiences
Subtitled and audio-described TV ads on RTBF
Good news for advertisers! RMB and RTBF are launching a national first: the broadcast of TV commercials with subtitling and audio description. A technical and responsible innovation that paves the way for inclusive advertising and expands campaign reach.
Advertising Accessibility Becomes Reality
Until now, TV commercials in Belgium escaped the legal obligations of accessibility. Thanks to a joint initiative from RMB and RTBF, that status quo is finally broken—giving advertisers the opportunity to make their campaigns accessible to people with visual or hearing impairments.
This step forward isn’t a regulatory constraint but a voluntary choice. It reflects both partners’ commitment to putting technological innovation at the service of inclusion. The result: advertising that is more responsible, more meaningful, and more universal.
By broadcasting TV spots with audio description and subtitles, brands not only expand their audience but also demonstrate their dedication to inclusive communication—a way of advertising that brings people together.
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A step forward for your campaigns
Why include audio description and subtitling? Because advertising that speaks to everyone gains power and legitimacy. In practice, these features ensure clearer message delivery, enhance the user experience, and strengthen brand value.
This innovation builds on previous initiatives led by RMB and RTBF, including a collaboration with the Braille League and Proximus in March 2025, which showcased the positive impact of inclusive advertising on the wider public.
With trained teams and adapted technical tools, RMB now supports advertisers in creating accessible campaigns. A concrete solution to embrace inclusion without complexity.
RMB & RTBF, pioneers of inclusive advertising
While other markets, such as France, already impose accessibility obligations in advertising, RMB and RTBF are taking the lead in Belgium. This proactive approach encourages the entire industry to raise its standards.
By joining this movement as an advertiser, you’re doing more than broadcasting a message: you’re becoming a driver of inclusive and inspiring communication. A distinctive positioning that creates value for your brand and for society.
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