Thousands of public and private news media around the world have joined an initiative by the European Broadcasting Union and WAN-IFRA calling on AI developers to help ensure that Artificial Intelligence is safe, reliable and beneficial for the news ecosystem and the public.
The initiative – News Integrity in the Age of AI – proposes five key principles for a joint code of practice, inviting technology platforms to open dialogue and cooperation with media companies to counter the misinformation crisis and protect the value of trusted news.
“We believe in actively shaping the future by focusing on innovation, people, public values and responsibility for the ecosystem of public service media, private media and our audiences,” said Delphine Ernotte, EBU President and CEO of France Télévisions. “To make AI work for everyone, we need collaboration – by media outlets, the public, policymakers and tech companies – and plenty of positive action.”
“Organisations and institutions that see truth and facts as the desirable core of a democracy and the foundation of an empowered society should now come together at one table to shape the next era,” said Ladina Heimgartner, President of the World Association of News Publishers (WAN-IFRA), Head of Media Ringier AG and CEO of Ringier Media. “We can make this work – but only together.”
The five steps to preserve news integrity in the age of AI – made public on 5 May during the three-day World News Media Congress 2025 in Kraków, Poland – cover principles of consent, fairness, dialogue and other areas of engagement with tech companies:
1) News content must only be used in Generative AI models and tools with the authorization of the originator.
2) The value of up-to-date, high-quality news content must be fairly recognized when it’s used to benefit third parties.
3) Accuracy and attribution matter. The original news source underlying AI-generated material must be apparent and accessible to citizens.
4) Harnessing the plurality of the news media will deliver significant benefits for AI-driven tools.
5) We invite technology companies to enter a formal dialogue with news organizations to develop standards of safety, accuracy and transparency.
The five principles, developed by the EBU and WAN-IFRA, gained extra reach with endorsements from the North American Broadcasters Association (NABA), Alianza Informativa Latinoamericana (AIL), Asia-Pacific Broadcasting Union (ABU) and the media association FIPP.
Together, these organizations represent thousands of public service media and private publishers providing news across broadcast, print and online formats on all continents.
“The integrity of the news has never been so important in keeping people informed and democracies healthy,” said Ernotte from the EBU. “As technology transforms our lives, we must always assess the benefits and risks for reliable news, the media and our societies.”
The principles also reflect how news media have become more involved and innovative with AI, all while safeguarding news integrity in a complex environment.
“A functional media space that contributes value to society and can be shared is a common good. It must be supported and encouraged,” said Heimgartner from WAN-IFRA. “If the rules of the game ensure fair play for everyone, Generative AI can become a catalyst for trust, also thanks to professional media content.”