The European Broadcasting Union (EBU) is calling on technology companies to enter official talks with media companies to develop “standards of safety, accuracy and transparency” over the use of artificial intelligence.
The EBU has joined forces with the World Association of News Publishers (WAN-IFRA) to propose five key principles for a joint code of practice regarding the use of AI in news.
The five steps cover principles of consent, fairness, dialogue and other areas of engagement with tech companies:
- News content must only be used in Generative AI models and tools with the authorisation of the originator.
- The value of up-to-date, high-quality news content must be fairly recognised when it’s used to benefit third parties.
- Accuracy and attribution matter. The original news source underlying AI-generated material must be apparent and accessible to citizens.
- Harnessing the plurality of the news media will deliver significant benefits for AI-driven tools.
- We invite technology companies to enter a formal dialogue with news organisations to develop standards of safety, accuracy and transparency.
The five principles have already been recognised by the North American Broadcasters Association (NABA), Alianza Informativa Latinoamericana (AIL), Asia-Pacific Broadcasting Union (ABU) and the media association FIPP, said the EBU.
“To make AI work for everyone, we need collaboration—by media outlets, the public, policymakers and tech companies—and plenty of positive action,” said Delphine Ernotte, EBU president and CEO of France Télévisions.
“The integrity of the news has never been so important in keeping people informed and democracies healthy,” she added. “As technology transforms our lives, we must always assess the benefits and risks for reliable news, the media and our societies.”
