To understand the role of voorlichting in 1991, one must first appreciate the seismic shifts occurring within the Belgian media sector. Until the late 1980s, the Belgian broadcasting landscape was dominated by the public broadcasters: the BRT (Belgische Radio- en Televisieomroep) for the Dutch-speaking community and the RTBF for the French-speaking community. However, 1989 marked the liberalization of the airwaves, and by 1991, the dust was settling on a new, dual system. The emergence of commercial competitors, most notably VTM (Vlaamse Televisie Maatschappij) in Flanders, shattered the monopoly of public service. This transition was not merely structural but cultural; media consumption was shifting from a tool of communal upliftment to a source of commercial entertainment. In this chaotic nascent market, the need for voorlichting became paramount. Government bodies and public institutions recognized that without proper guidance, citizens might be overwhelmed by the sudden influx of commercial messaging and rapidly evolving technologies.

The BRTN youth department launched a controversial segment within the popular chart show (Ten to See). In October 1991, the show hosted a live voorlichtingslijn (sex education hotline). Teenagers could call in anonymously and ask questions like: