Representatives of the media ethics councils in Southeast Europe and Türkiye, who participated in the fourth consecutive regional meeting in Ohrid, supported by UNESCO, adopted a joint Regional Declaration on the Ethical and Transparent Use of Artificial Intelligence in Newsrooms.
The document highlights the importance of journalism in creating and disseminating information of public interest, particularly during times of crisis and electoral processes, emphasizing that it is vital for this role to remain free from influence and control.
The Declaration underscores the pivotal role of media self-regulation in protecting the public interest and promoting responsible journalism in the digital era by upholding journalistic ethical standards, reducing state intervention regarding media freedom, and minimizing legal proceedings against the media.
The document recalls the ongoing threats to the safety of journalists in the region and expresses concern over the “recurrence of political pressure on media independence, such as the misuse of state resources, including advertising, attempts by politicians to seize control over the media, the revocation of journalistic accreditations, harsh attacks aimed at stigmatizing and discrediting the media, as well as the targeted use of judicial proceedings against them”, as stated in the final declaration.
Regarding the use of artificial intelligence, the Regional Declaration emphasizes that AI should serve as a support tool for journalists and newsrooms, but never as a substitute for human assessment, professional judgment, or editorial responsibility.
“Ultimate responsibility for media content must remain with journalists and editors. Before utilizing AI systems—especially in sensitive contexts such as elections, conflicts, or health crises—media organizations should conduct risk assessments appropriate to the context and potential impact on public trust, vulnerable communities, and the integrity of information. Algorithms must not play a decisive role without significant human oversight”, the declaration states.
In the conclusion of the declaration, the representatives of the Media Ethics Councils in the region commit to:
- Advancing journalistic codes of ethics in light 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;
- Promoting public awareness and increasing critical AI 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”, says the joint document from the Media Ethics Councils of the Western Balkans and Türkiye.
The regional meeting held on May 19 and 20 in Ohrid is part of the activities of the project “Building Trust in Media in Southeast Europe: Support to Journalism as a Public Good”, supported by UNESCO and funded by the European Union.