Global Media Coalition Pushes for AI Ethics to Protect News Integrity
Image Credit: Bank Phrom | Splash
A global coalition of media organizations, led by the European Broadcasting Union (EBU) and the World Association of News Publishers (WAN-IFRA), launched the "News Integrity in the Age of AI" initiative on May 5, 2025, at the 76th World News Media Congress in Krakow, Poland. Held from May 4 to 6, 2025, and hosted by WAN-IFRA with Agora SA, publisher of Gazeta Wyborcza, the congress drew over 950 media executives from more than 60 countries. Nobel Laureate Lech Wałęsa spoke at the event, emphasizing the role of truthful media in democracy. The initiative unites thousands of public and private media groups, reaching over one billion people in 153 languages, to ensure artificial intelligence technologies support fact-based journalism and combat misinformation amid the rise of AI tools like chatbots and content generators.
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Five Core Principles for Ethical AI Use
The initiative outlines five principles to guide AI developers in using news content responsibly:
Consent: News content must only be used in AI systems with the creator’s explicit permission.
Fairness: The value of accurate, timely news should be recognized, with fair compensation for its use in AI models.
Accuracy and Attribution: AI-generated content must clearly identify and link to original news sources to ensure transparency.
Plurality: Including diverse news sources in AI tools enhances their reliability and public benefit.
Dialogue: Tech companies are encouraged to collaborate with media organizations to develop standards for safety, accuracy, and openness.
Supported by groups like the North American Broadcasters Association (NABA), Asia-Pacific Broadcasting Union (ABU), Alianza Informativa Latinoamericana (AIL), and FIPP, the principles aim to protect journalism’s credibility and foster media-tech partnerships.
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AI’s Role in News: Opportunities and Challenges
AI technologies, such as those generating text or images, are transforming news production by streamlining tasks like summarizing articles or analyzing data. However, they risk spreading false information if not properly managed. EBU President Delphine Ernotte and WAN-IFRA President Ladina Heimgartner urged AI developers to partner with media to prioritize accurate, trustworthy news. The initiative comes as some news outlets, like The New York Times, sue AI firms such as OpenAI for copyright violations, while others, like the Associated Press, secure licensing deals with companies like OpenAI and Google.
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Why This Matters
With global trust in news at approximately 40% and misinformation concerns heightened after the 2024 global elections, the initiative seeks to strengthen journalism’s role in democracy by setting clear AI guidelines. Hosted in Poland, a country recognized for its democratic progress post-2023 elections and vibrant independent media like Gazeta Wyborcza, the congress aligns with Poland’s 2025 EU presidency. The coalition invites AI developers to collaborate in building a reliable information ecosystem.
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