The digital space, social media, and tools based on artificial intelligence have fundamentally changed the way the media function over the past decade.

photo: Pixabay / Illustration

Codes of ethics that help journalists and editors make important professional decisions and resolve ethical dilemmas are being revised and amended across the region. While working groups responsible for these changes in some countries have opted for detailed revisions of the already existing text, in other countries the focus is on new articles that define phenomena such as the right to be forgotten, the management of audience comments, or copyright. The greatest attention, however, has been devoted to revising the codes so that they define the obligations of media professionals when using artificial intelligence tools.

Whichever approach they have chosen in this process, professionals in the Western Balkans who believe in the importance of self-regulation consider that codes of ethics must respond to the changes brought by the digital era. They are aware, however, that written documents envision an idealized practice of journalism that is difficult to achieve in the real and extremely stressful environment in which journalists work. It is difficult, but that still does not mean that such journalism should not be aspired to or that professional decisions should not be continuously reexamined.

A 2023 study on self-regulation mechanisms in the Western Balkans and Turkey showed that journalistic codes of ethics in most countries are based on universal principles such as public interest, accuracy, protection of privacy, and prohibition of hate speech. In recent years, however, media practice has raised a number of dilemmas that ethical codes have largely not addressed. Can content from social media be used as a source of information? Where does the media’s responsibility for audience comments begin and end? How should the use of artificial intelligence in journalism be regulated? How can a clear distinction between editorial and advertising content be ensured? These are just some of the questions that have prompted revisions of ethical codes in several countries across the region.

Transparently with Artificial Intelligence

In Serbia, the new Code of Journalists came into force at the end of 2024, after being adopted by the Journalists’ Association of Serbia and the Independent Journalists’ Association of Serbia. Before that, the code had not been amended since its adoption in 2006, although the Guidelines for the Application of the Code in the Online Environment were published in 2016 and revised in 2020. Amendments to ethical documents do not occur according to predefined deadlines, but rather when the media community assesses that there is a need for them, explains Milica Janjatović Jovanović, the author of a study on media self-regulation in Serbia conducted as part of the regional initiative Our Media.

The new code introduced a separate chapter on respect for dignity, which specifies guidelines for reporting on minors, accident victims, persons with disabilities, members of national minorities, and the LGBT population. It also specifies that journalists should not report from funerals, except in the case of high-profile public figures. The amendments further emphasize the independence of journalists from corporate interests, not only political pressures, and define the protection of privacy and personal data more precisely.

Among the key changes are the introduction of the right to be forgotten, clarification of rules on using social media content, rules on comment moderation and the obligation to inform the audience about how comments are moderated, as well as the introduction of guidelines on gender-sensitive language. Clear provisions on the use of artificial intelligence have also been included, along with the obligation to indicate when content has been created using AI tools.

“Media must use artificial intelligence in a transparent, responsible and proportionate manner when creating content and are fully responsible for content published in this way. Media are obliged to inform the public when media content has been created using tools based on artificial intelligence,” the new code states.

After the Montenegro Media Institute published a study on self-regulatory mechanisms that pointed to an outdated code of ethics, a process to revise the code began in the country in 2025, with the support of the OSCE, the Council of Europe and UNESCO, and is still ongoing. The working group brings together local media experts, ombudspersons and journalists, with the support of international expert Joan Barata. A draft of the amendments was presented last year, followed by comments and suggestions from the professional community, and the document is currently undergoing final revisions.

According to Mihailo Jovović, a member of the working group and editor-in-chief of the Podgorica daily Vijesti, the basic principles of the existing document were not disputed.

“The foundations were well established back in 2015. There was no need to change the basic principles, but rather to add more precise guidelines for areas that have developed in the meantime,” he says.

Similar to other countries in the region, the amendments to Montenegro’s code address principles governing social media, online sources and comments, as well as the use of artificial intelligence.

“The key is transparency. If artificial intelligence was used to a significant extent in creating the final product, this must be indicated. All standards apply equally – regardless of whether the content was created with the help of technology or produced entirely by a journalist,” Jovović says.

He points out that AI can be a useful tool in investigative journalism and fact-checking, but that responsibility for published content always remains with humans.

In Albania as well, media experts have devoted particular attention to regulating journalistic content created with the help of AI. Last year, alongside the revision of the code of ethics, detailed guidelines for the ethical use of AI in Albanian media were also developed. The process was led by the Albanian Media Institute, with the support of IFEX, and the working group included local media experts and international journalism ethics expert Aidan White.

“The process of revision was prompted by a rapid expansion of AI use by the media, which led to serious challenges and dilemmas for journalists and media actors, hence it was considered necessary to address these challenges as much as possible,” representatives of the Albanian Media Institute explain, adding that documents from various organizations were consulted, including those adopted by the European Union, the Council of Europe and the Paris Charter on AI and journalism, as well as guidelines from media organizations such as Reuters and The Washington Post.

In addition to the obligation to ensure transparency when using AI tools and human oversight of the process, media in Albania are required to revise their policies on the use of artificial intelligence whenever necessary.

“Media organizations should periodically review their policies and guidelines regarding the use of AI to ensure they align with audience needs and technological advancements,” the guidelines state.

In addition, media are expected to publicly disclose information about their policies and procedures regarding the use of artificial intelligence, informing the audience about how and why it is used.

Although revisions of codes and new guidelines for using AI tools in journalism are an important step in regulation, they are not sufficient on their own, media researchers in the region acknowledge.

“This is not something that will be immediately identified and resolved simply because of rules. The process requires time, and that is why we hope to have a practical approach and training for media professionals in the future,” says Ilda Londo, a researcher at the Albanian Media Institute who studied self-regulatory mechanisms in the country.

Journalists’ Personal Social Media Profiles, Copyright and Plagiarism

The new text of Montenegro’s code also clarifies journalists’ obligations regarding their conduct on personal social media profiles.

“Specifically, it would not be appropriate for someone to behave unethically on a private profile, for example by spreading hate speech, while at the same time being a journalist. Those things do not go together,” explains Ranko Vujović, president of the Media Self-Regulation Council in Montenegro.

Another major change is the introduction of the right to be forgotten, aimed at protecting individuals who are not public officials but who could suffer long-term consequences due to information published many years ago.

“We believed that, given the fact that the internet ‘remembers everything’, it was necessary to provide protection for people who are not public officials. These are ordinary individuals who may, for example, have made a mistake in their youth or committed some unlawful act, and the media record of it follows them throughout their lives. The idea is to allow protection for such individuals in certain circumstances, especially when the information is no longer in the public interest but continues to have serious consequences for their private and professional lives,” Vujović explains.

The new document also addresses copyright and intellectual property in detail for the first time.

“This is extremely important because of those, let’s call them, copy-paste media. This code states that content from other media must not be used without permission or stolen, which is common in Montenegro,” Jovović says.

Content taken from social media must also be verified in the same way as traditional sources, with the source cited and the authenticity of accounts, photographs or recordings verified.

The Albanian guidelines state that the use of artificial intelligence does not exempt media from the obligation to respect copyright. Editors are expected to ensure that content created in this way does not contain material protected by copyright, or, if it does, that the source is cited.

Exchange of Experiences

At the end of February, representatives of self-regulatory bodies and media from the Western Balkans and Turkey took part in an online panel discussion on the revision of ethical codes in the region. More than 40 participants at the event “Modernizing Journalistic Codes of Ethics: Regional Perspectives” exchanged information about the revision of ethical codes, with a focus on Montenegro and Albania, while representatives of self-regulatory mechanisms from other countries also shared their experiences and future plans. Participants from Kosovo said that the code of ethics in their country was also revised in 2024 to address the use of AI, and that they plan to develop additional guidelines on this issue based on the recently published recommendations of the European Federation of Journalists.

The rest of the Kosovo code remained unchanged, while the section related to AI was included in the second paragraph on truthful reporting. Frequent revisions of the code are not necessary because the principles of journalism remain the same, even in the age of artificial intelligence and fake news, representatives of the Kosovo Press Council say.

In addition, a group of media outlets in the country signed a Code for the Responsible Use of Social Media during the 2025 local elections in Kosovo. The signatories, including journalists, politicians and representatives of civil society, commit to avoiding the spread of disinformation, hate speech, harassment and other harmful content. They also pledge not to use coordinated networks of accounts to manipulate online discourse or simulate false support.

In Bosnia and Herzegovina, a full revision of the code took place in 2022. At the end of 2024, the Press and Online Media Council published a handbook on the application of the code, along with an Ethical Checklist, a tool that allows users to assess to what extent a particular text or media content complies with specific provisions of the code. As additional resources to support the application of the code, the Methodology for Media Engagement of Non-Governmental Organizations in BiH and the Handbook for Understanding Disinformation were also published.

The code of ethics in Bosnia and Herzegovina does not address the use of artificial intelligence, but according to the Press and Online Media Council, this issue is covered through other provisions.

“Through the article ‘Use of Information Technologies’ we anticipated this, and it can be fully applied to modern challenges, emphasizing editorial responsibility when using any form of new technology. At the time we did not have AI, but it can still be applied because it is a new technology,” they say from the Press and Online Media Council in Bosnia and Herzegovina, adding that the code will nevertheless be updated this year to include additional provisions on artificial intelligence.

In North Macedonia, the revision of the code of ethics is currently being coordinated by the Association of Journalists and the Macedonian Institute for Media. The new version of the document will reflect the contemporary needs of the media sector, with a focus on new technologies, the use of AI and other modern aspects of journalistic practice.

“The Code is planned to be promoted in spring 2026, followed by a public campaign during the summer and autumn to educate both the public and media professionals on its practical application,” they explain from the Macedonian Institute for Media.

In Turkey, which was also included in the major regional study on self-regulatory mechanisms in 2023, the situation is more complex. In recent years, the Press Council and the Turkish Journalists Association have revised their ethical codes to include obligations related to social media, artificial intelligence and other modern technological challenges. Sinem Aydınlı, a media researcher from Bianet, explains that the already small sector of independent media in Turkey also has a weak and highly fragmented ethical infrastructure.

“There is no central authority responsible for updating journalistic codes of ethics. Standards are largely shaped by professional associations and individual outlets on their own initiative”.

Over the past two years, the Turkish Journalists Association has organized conferences with various stakeholders to discuss digital monopolies, new threats to the media and possible policy responses, which resulted in a declaration. The same association has also launched the Media Ethics Monitoring Bulletin, which reviews specific journalistic cases and compliance with ethical standards.

Journalistic codes of ethics are the foundation of media self-regulation. Their revision is necessary to the extent that journalists and editors need guidance for working in new circumstances. For this reason, it is important that self-regulatory bodies and media communities in the region continuously assess whether their national ethical codes meet these needs.

However, the fundamental principles of the profession will remain unchanged as long as journalism exists. Professionals who truly adopt these values will find it much easier to apply them when facing the challenges of the digital age.