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.”

ABOUT

European Broadcasting Union (EBU) is the world’s leading alliance of public service media with 113 Member organizations in 56 countries – plus 31 Associates in Asia, Africa, Australasia and the Americas. Members operate nearly 2,000 television, radio and online channels and services, offering a wealth of content across platforms. Together they reach an audience of more than one billion people around the world, broadcasting in 153 languages. The EBU operates the Eurovision and Euroradio services and also supports public service media with innovation, research, training and advocacy.

WAN-IFRA, the World Association of News Publishers, is the global organisation of the world’s press. Its mission is to protect the rights of journalists and publishers worldwide to operate independent media. WAN-IFRA provides its members with expertise and services to innovate and prosper in a digital world, enabling them to perform their crucial role in society. It derives its authority from its global network of 3,000 news publishing companies and technology entrepreneurs, and its legitimacy from its 40 member publisher associations representing 18,000 publications in 120 countries.

FIPP, founded in 1925 in France, is one of the world’s oldest and most prestigious membership associations. Originally formed by a consortium of magazine publishers to enable them to share ideas, the organisation has grown over 100 years to include media owners and content creators worldwide. FIPP exists to empower its members to build market-leading international media businesses through intelligence, solutions and partnerships. The FIPP World Media Congress brings the industry together once a year to hear the latest trends and for networking.

North American Broadcasters Association (NABA) represents broadcasters in global forums on topics including technical standards and digital transition, spectrum related issues, safety and security, territorial integrity of broadcasters’ signals, journalism issues such as freedom of speech and protection of journalists, and protection of content. NABA collaborates in areas that benefit the entire industry and is a forum for members to share information and best practices.

Alianza Informativa Latinoamericana (AIL), a non-profit organization started in 2005, is an information alliance of 22 television stations in the Americas, the Caribbean and Spain that share high-level news content, teams and technical resources. The AIL’s mission is to inform audiences of member organizations accurately, transparently and responsibly – defending press freedom, freedom of expression and democracy.

Asia-Pacific Broadcasting Union (ABU) is a not-for-profit association founded in 1964 that supports development of broadcasting in the region, promotes the collective interests of member television and radio outlets and facilitates international media co-operation. With more than 250 members in around 70 countries and regions, the ABU runs the Asiavision news exchange, negotiates coverage rights for members collectively and undertakes a variety of activities in programming and technical areas.