Citizens cannot make informed decisions or participate in democratic life without access to reliable, independent, and locally relevant sources of information. As the European Commission is about to unveil its plan to protect Europe’s democracy against disinformation, foreign interference, and election manipulation - the so-called ‘European Democracy Shield’ - the European Broadcasting Union (EBU) and Reporters Without Borders (RSF) urge EU policymakers to act decisively by safeguarding access to reliable sources of information.

 Ensure that citizens cannot miss the media that matters

Across connected TVs, remote controls, and voice assistants, global players dominate the landscape. Pre-programmed buttons and apps promoting always the same international streaming giants reveal how commercial deals shape what European audiences watch and hear. By contrast, media services of general interest from public service broadcasters as well as commercial media are pushed to the margins. Yet, these media services provide critical local news, cultural content, and educational programming that foster democratic participation and social cohesion.

While Member States may ensure prominence for media services of general interest under the Audiovisual Media Service Directive (AVMSD), regulatory complexity and perceived conflicts with other EU laws have created obstacles. Consequently, only a few countries have taken meaningful first steps. To address these challenges, the EU must establish clearer, more ambitious rules that require national governments to ensure general interest media services are prominently accessible on all key devices and services used to access media and information.

 It is time for algorithms to reward trusted sources over disinformation

Citizens have largely turned to online services, particularly content-sharing platforms and social networks, to access news and information. The latest Digital News Report by Reuters and the recent Eurobarometer survey on social media highlight this growing trend. However, on these platforms, algorithms are designed to maximize profit and to amplify viral content that manipulates rather than informs. Falsehoods, conspiracy theories, and emotionally charged content take precedence over accurate, reliable journalism.

That is why these platforms must be required to prioritize reliable media content, from general interest media services and trusted sources of information more generally, in their algorithm-based recommendation systems, news feeds, and search results. In this context, what constitutes a ‘trusted source of information’ is neither for governments nor platforms to decide. It should be based instead on the content providers’ adherence to ethical rules and regulatory requirements or self-regulatory codes governing editorial standards and processes, regardless of the nature of the editorial content that they produce. Important achievements have been made with RSF’s Journalism Trust Initiative in that respect.

 Uphold news integrity and trust in an age of AI

Access to news is shifting once again with the rise of AI assistants. While AI presents exciting opportunities for innovation, AI-assisted search has a troubling potential to undermine the audience’s access to accurate information. Groundbreaking research by the BBC and EBU has found AI assistants routinely misrepresenting news content, no matter which language, territory, or AI platform is tested. Against this background, we call on tech companies to work together with the media to ensure that AI is safe, reliable and designed to benefit the public. Policymakers and regulators, on the other hand, must properly enforce media and digital policies against AI providers to promote public interest objectives in AI, such as media pluralism, safeguard information integrity, and to prevent AI assistants from harming citizens’ trust in news. Citizens deserve AI systems that enhance access to trustworthy information, not distort it.

Our call to action

Free and democratic societies depend on a shared foundation of verifiable facts. When commercial deals, profit-driven algorithms, and unchecked AI systems dictate what citizens see, believe, and share, that foundation crumbles.

Now is time for policymakers in the EU and beyond to take decisive action. Citizens must have an effective access to pluralistic and reliable information – regardless of the medium used. A healthy information ecosystem is not a luxury; it is a bare minimum for a living, breathing democracy. Let us create an information space that reflects our shared democratic values, supports informed debate, and protects freedom for generations to come.

Noel Curran, Director General of the European Broadcasting Union (EBU)

Thibaut Bruttin, Director General of Reporters Without Borders (RSF)