The Regional Declaration adopted by the Media Ethics Councils in the Western Balkans and Türkiye contains the following principles for the ethical and transparent use of Artificial Intelligence (AI) in the media:
Preamble
We, the representatives of the Media Ethics Councils in Southeast Europe and Türkiye, gathered in Ohrid, North Macedonia, at the Regional Meeting on Media Ethics and the Responsible Use of Artificial Intelligence in Newsrooms,
Recalling the role of journalism in the creation and dissemination of information of public interest, especially during times of crisis and election periods, and emphasizing the exceptional importance of this role remaining free from control and influence aimed at distortion,
Emphasizing the key role of media self-regulation in protecting the public interest and promoting responsible reporting in the digital age, through the implementation of journalistic ethical standards, the minimization of state intervention regarding media freedoms, and the reduction of legal proceedings against the media,
Recalling the persistent threats to the safety of journalists in the region and concerned by the surge of political pressure on media independence, such as the misuse of state resources, including advertising, attempts by political actors to control media, the revocation of journalistic accreditations, harsh attacks aimed at stigmatizing and discrediting the media, as well as the abuse of judicial processes against journalists,
Aware of the increasing influence of Artificial Intelligence (AI) on journalism, the media, and public discourse,
Recognizing its transformative potential, but also the risks it poses to ethical standards, professionalism, and public trust,
Recalling the efforts of the Media Ethics Councils to upgrade ethical codes to include the use of AI in newsrooms,
Highlighting the urgent need for journalists, media professionals, and citizens to acquire AI literacy skills to better navigate the information landscape and become capable of distinguishing reliable from unreliable sources, while supporting professional journalism,
Recalling the statement on the integration of AI in newsrooms in Southeast Europe and Türkiye, adopted at the Regional Conference “The Story of Trust: Paths to Quality Journalism in Southeast Europe and Türkiye in the Digital Age,”
Aware of the crisis of media sustainability and the need for funding sources to support journalism in the public interest and the media in the age of AI, including the fair distribution of revenues generated from trusted content used by AI models.
Principles of the Declaration
AI as Support, Not a Substitute
Artificial Intelligence should serve as a tool that supports journalists and newsrooms, but never as a substitute for human assessment, professional judgment, or editorial responsibility.
Transparency and Labeling of AI Content
The use of AI in the creation, selection, or processing of media content must be transparent and responsible. The public has the right to know when and how AI significantly influences the information it receives. Labeling should be proportional to the role of the AI, specifically, when AI significantly affects the presentation, framing, or the substance of the content, regardless of whether it is in text, image, audio, or video format, this should be clearly labeled for the audience. Special attention should be given to content that is fully or partially generated by AI, particularly if the distinction from human-created content is not obvious. Such material should be clearly and visibly labeled. Manipulative forms of AI content, such as deepfake videos or synthetic voices, should not be published without proper ethical justification, warning, and context.
Editorial Responsibility and Risk Assessment
Ultimate responsibility for media content must remain with journalists and editors. Before implementing AI systems, especially in sensitive contexts such as elections, conflicts, or health crises — the media should conduct a risk assessment, taking into account the impact on public trust, vulnerable groups, and the integrity of information. Algorithms must not make decisions without significant human oversight.
Credibility and Fact-Checking
All media content created with the aid of AI should be subject to the same standards of verification, accuracy, and ethical processing as content created without the use of AI.
Pluralism, Diversity, and Protection of Vulnerable Groups
Journalists should be aware that AI can reproduce or amplify discrimination, bias, or harmful stereotypes, as well as create so-called “information bubbles” that limit the diversity of viewpoints and sources.
Accountability and Oversight in the Use of AI
Media outlets should establish internal policies and guidelines for the responsible and ethical use of AI.
Protection of Privacy and Personal Data
Principles for the protection of personal data must be strictly respected in every use of AI. The collection or processing of personal data without informing, consent, and an appropriate legal basis is not permitted.
AI education and literacy
Systemic support is required for the education of journalists, media workers, and the public toward a critical understanding and safe use of AI. AI literacy should become an integral part of media education and public campaigns.
Modernization of ethical frameworks
Effective mechanisms for complaints and intervention must exist in cases of unethical or manipulative use of AI-generated content.
Media as guardians of democracy
The media must maintain its role as a check on power, and AI should be used to support this democratic function. Algorithms should strengthen, rather than obscure, accountability, transparency, and the public interest.
Conclusion
In an era where Artificial Intelligence is increasingly becoming part of the media ecosystem, it is essential that it be used ethically, responsibly, and transparently.
We, the signatories of this declaration, commit to:
- Advancing journalistic codes of ethics in the context of new ethical challenges;
- Encouraging cooperation and the exchange of best practices among self-regulatory bodies and media associations in the region;
- Providing continuous training for the responsible application of AI in the media;
- Enhancing public awareness and critical literacy among journalists, media professionals, and citizens.
We are convinced that only through ethics, transparency, and a shared vision can we build a media system that is resilient, inclusive, and worthy of public trust in the digital age.
Ohrid, May 2025