No Reporting from Funerals and AI Responsibility – Public Discussion on Amendments to the Serbian Journalists’ Code in Progress

(Source: Media&Reform) The public discussion on the proposed amendments to the Serbian Journalists’ Code will continue until May 7. The Press Council, UNS, NUNS, Media Association, and Lokal Press invite interested parties to submit comments and suggestions. Amendments are needed due to new technologies, the development of the internet, and new phenomena in the media.

The revised Code includes provisions on artificial intelligence and the media’s responsibility when using it, as well as the obligation to inform the public when content is created using AI.

Media can use artificial intelligence in content creation in a socially responsible and proportionate manner. Media must inform the public that the content has been created using AI-based tools. Such content is subject to editorial responsibility, not exempting journalists and editors from their obligations to adhere to the Code, according to the draft.

A new provision on moderating comments in the media is also introduced.

Media must explain how their user content (comments) moderation system works, regardless of the type of moderation (prior or subsequent) and establish clear rules about which content is not allowed on their platforms, one of the novelties states.

The proposed Serbian Journalists’ Code includes sections on truthfulness, independence, responsibility, conflict of interest, respect for dignity, privacy, honorable means, sources, authorship, and journalist protection, alongside a preamble. The Press Council stated that the new Code should be shorter, sharper, and clearer than the current one.

Media organizations emphasized that the core of the new Code is the public’s interest in complete, timely, and truthful information, which is above all other interests. Public interest entails publishing all important information that helps citizens form opinions about phenomena and events.

Press Council member Tamara Skrozza stated that the Journalists’ Code was adopted in 2006, and since then, many new ethical dilemmas have emerged in the media, such as new technologies and the development of the internet. She pointed out media campaigns with political goals, reporting from funerals, and how reality shows have lowered reporting standards.

The new Code stipulates that journalists should not report from funerals unless it involves high-profile public figures.

Media representatives and interested parties can submit their proposals and suggestions until May 7 via email at [email protected]. The text of the proposed Code is available at the provided LINK.

The journalistic code is a set of ethical standards that journalists and media should adhere to when reporting in the public interest.

Author: Vesna Milić Radosavljević