Has finding trustworthy news online become a high-stakes treasure hunt with no map?

That’s definitely what it feels like sometimes. So we’re talking about what Big Tech can do to make this situation better. We all know that social networks, content-sharing platforms and app stores have become gatekeepers between media outlets and audiences, pushing fact-based content to the margins and regularly removing or downgrading quality journalism. The EMFA, which has entered into application last August, is meant to provide the media with specific safeguards in Article 18 from Big Tech tampering. But as the dust settles, some of the "implementation efforts" (we’re looking at you, X, Apple App Store, and Google Play Store) can only be described as missing in action.

How can media outlets unlock these new rights?

To benefit from the new safeguards in the EMFA, regulated media outlets and professional journalists must self-declare with the platforms. For platforms, that means creating the self-declaration portal and validating the EMFA safeguards for all beneficiaries, their posts, accounts and apps. But for those platforms that have made efforts to create a self-declaration process, the process is cumbersome and tedious. It ranges from filling in and emailing a Word Document, to having to register each individual account or channel that a broadcaster manages. Sure, we like nostalgia, but not when it comes wrapped in an inefficient, non-user-friendly approach.   

Of the major players, Meta gives us a glimmer of hope. Their forms for Instagram and Facebook are more user-friendly. But there’s still room for improvement, particularly in the way the company raises awareness and gives media outlets a chance to discover these forms. After all, Meta has targeted advertising down to an art. Surely, they could promote the self-declaration portal to media outlets’ accounts?   

Across the board, platforms should be embracing the spirit of Article 18 and proactively raising awareness of these tools, instead of playing hide-and-seek with the media’s rights.

So, where does the EBU come into play?

We’re here to nudge Big Tech towards better implementation. Through letters, constructive dialogue, and a practical guide (don’t worry, it’s simple to follow), we’re calling on the platforms to step up their compliance game. Because let’s not forget: this is a legal requirement, not just a suggestion.

To help them get unstuck, we’ve laid out five golden rules that would make compliance a breeze:  

• Provide an effective self-declaration mechanism  
• Assess self-declaration submissions in a timely and effective manner
• Establish media-specific moderation procedures  
• Create effective communication channels and collaborate with the sector  
• Be transparent and accountable

How can we make this happen? 

The EBU is ready and willing to collaborate with any platform that takes its responsibilities seriously. But that willingness pivots on action. Because if we see no improvement, the issue will land squarely in the hands of the European Commission and national regulators. Ignoring Article 18 isn’t just bad PR, it’s a legal headache waiting to happen.  

In a world where online disinformation is rampant, we have a great opportunity to show how respecting media freedom works for everyone. As we continue working to protect the posts and accounts of public service media, Article 18 is a call to action that platforms cannot ignore.  

So now, Big Tech, the ball’s in your court.

Discover our full campaign here.