AI Threat to News: Media Demands Action

Global news organizations are uniting to demand accountability from AI companies regarding the use of news content, launching a collaborative initiative to safeguard the integrity of journalism in the age of artificial intelligence. The effort, spearheaded by the European Broadcasting Union (EBU) and the World Association of News Publishers (WAN-IFRA), proposes five core principles for a code of practice, urging tech platforms to engage in open dialogue and cooperation with media companies to combat misinformation and uphold the value of trustworthy news.

Leaders from both organizations emphasized the critical need for a proactive approach. Delphine Ernotte, EBU President and CEO of France Télévisions, stated that shaping the future requires a focus on innovation, public values, and responsibility within the media ecosystem. Ladina Heimgartner, President of WAN-IFRA and Head of Media Ringier AG, called for organizations committed to truth and facts to collaborate in defining the next era of news.

The five principles, unveiled during the World News Media Congress 2025 in Kraków, Poland, center on responsible AI integration. They stipulate that news content should only be used in AI models with explicit authorization, that fair compensation is necessary for the use of high-quality news, and that accurate attribution to original sources is paramount. The initiative also highlights the importance of leveraging the diversity of news media and establishing a formal dialogue between tech companies and news organizations to develop safety, accuracy, and transparency standards.

Support for the principles extends beyond the EBU and WAN-IFRA, with endorsements from the North American Broadcasters Association (NABA), Alianza Informativa Latinoamericana (AIL), Asia-Pacific Broadcasting Union (ABU), and FIPP. These organizations collectively represent thousands of publishers and broadcasters across all continents.

This collaborative push arrives at a pivotal moment. The proliferation of AI-generated content raises serious concerns about the potential for misinformation and the erosion of public trust in journalism. While acknowledging the innovative potential of AI, news leaders are insistent that its development must not come at the expense of factual reporting and journalistic integrity.

The initiative isn’t simply about protecting the business interests of news organizations; it’s about safeguarding the foundations of a well-informed society. A healthy media landscape, capable of providing reliable information, is essential for a functioning democracy. The demand for fair play and responsible AI integration is a necessary step towards ensuring that AI serves as a catalyst for trust, rather than a tool for deception.

Vincent Peyrègne, CEO of WAN-IFRA, is the primary contact for further information. The organizations involved represent a powerful coalition, signaling a unified front in the face of a rapidly evolving technological landscape. The success of this initiative will depend on the willingness of AI companies to engage in meaningful dialogue and adopt practices that prioritize truth, transparency, and the long-term health of the news ecosystem.