A regional campaign “Ethics in the age of AI” has been launched to raise awareness about the importance of Media Ethics Councils in the Western Balkans and Turkey.
At a time when “deepfake” videos look real, when content generated by artificial intelligence goes viral, and trust in the media is under attack, the question arises: who is ensuring that journalism remains ethical?
The regional campaign, supported by UNESCO and funded by the European Union*, unites Media Ethics Councils from Albania, Bosnia and Herzegovina, Kosovo, Montenegro, North Macedonia, Serbia and Turkey in order to raise awareness about how generative artificial intelligence is challenging the truth, and how ethics can respond.
Through two striking animated video, we show:
- The ethical dangers of AI abuse in journalism
- The crucial role of media ethics boards in preserving integrity, transparency and audience trust
Artificial intelligence can replicate a voice, but only humans can uphold values.
In the age of AI, ethical journalism is not a luxury — it’s a necessity.
Follow your local media ethics board.
Support ethical journalism.
Choose truth.
To file a complaint about inappropriate media content, write to us at:
* The views expressed in the campaign do not necessarily reflect the views of UNESCO or the European Union.
