Swiss media adopt ethical code on AI

Context

In brief

• Swiss media adopt a code of conduct on AI
• The code is inspired by a Council of Europe convention
• Goal: to strengthen public trust

Key facts

• What: Code of conduct on AI for Swiss media
• When: Presented on May 7, 2026
• Where: On the sidelines of the Swiss Media Forum in Lucerne
• Who: Association of German-speaking Swiss publishers (VSM), Médias Suisses, Stampa Svizzera, private radio and television, SSR, Keystone-ATS
• Amount: Not specified

The media sector in Switzerland has introduced a code of conduct for the responsible use of artificial intelligence (AI). This tool, inspired by a Council of Europe convention, aims to strengthen public trust in this technology. 'Trust is the most precious asset for the media,' states Andrea Masüger, president of the Association of German-speaking Swiss publishers Schweizer Medien (VSM). The text, presented today on the sidelines of the Swiss Media Forum in Lucerne, is also supported by the publishers of French-speaking Switzerland (Médias Suisses), Italian-speaking Switzerland (Stampa Svizzera), the organizations of private radio and television, the SSR, and Keystone-ATS. The Press Council, which also deals with ethical issues related to AI, welcomes this initiative.

Implications for cross-border workers

While some studies highlight public distrust of content generated with the help of AI, the code of conduct must act as a self-regulation tool. It refers to the Council of Europe's framework convention on artificial intelligence and human rights, signed at the end of March 2025 in Strasbourg by Federal Councillor Albert Rösti. The text establishes that media companies and their employees remain responsible for the editorial content published, whether produced by humans or with the support of AI systems. The media commit to training their staff on AI and respecting copyright. To protect democratic processes, they must adopt measures to prevent the spread of false information. They must ensure data protection and inform the public transparently about their use of AI, for example through a dedicated page on their website. Furthermore, the code of conduct imposes binding labeling obligations.

Data protection and transparency

'All of this strengthens trust in the communication market,' summarizes the CEO of Keystone-ATS, Hanspeter Kellermüller. 'With this code of conduct, we establish a common basis to ensure that the use of artificial intelligence remains transparent and understandable,' adds the general director of the SSR, Susanne Wille. To ensure its application, the code of conduct provides for a two-tier reporting and control mechanism. Those who wish to ask questions or file a complaint will be able to turn to the ad hoc services within the companies. An independent mediation body (ombudsman) for AI will intervene in second instance for serious cases or those that could not be resolved amicably. This mediation body will publish an annual report.

Certification and legislative adjustments

It should also be noted that the institute for research and studies of advertising media (WEMF/REMP) has developed a new certification in the field of AI, as well as a quality label. These will be accessible to all Swiss media. Legislative adjustments for the implementation in Switzerland of the Council of Europe convention should be available by the end of 2026. This text is the first legally binding instrument worldwide in this sector. It should contribute to creating a legal framework that promotes innovation while ensuring the protection of fundamental rights.

Operational details

Practical Analysis: Impacts for Cross-Border Workers

The new code of conduct on AI in Swiss media introduces several measures that can affect cross-border workers living in Italy and working in Switzerland. Here are some practical implications:

Training and Transparency

Swiss media are required to train their staff on the use of AI, ensuring that content is produced responsibly. This can influence the quality of information available to cross-border workers, who will be able to rely on more accurate and transparent news. Additionally, media must inform the public transparently about their use of AI, for example through a dedicated page on their website. This can help cross-border workers better understand how content is generated and make informed choices.

Data Protection

The code of conduct requires media to adopt measures to protect personal data. This is particularly relevant for cross-border workers, who often have to manage sensitive information related to their employment and tax status. Data protection is fundamental to ensure that the personal information of cross-border workers is handled securely and confidentially.

Content Labeling

The code of conduct imposes binding labeling obligations for content generated with AI. This means that Swiss media must clearly indicate when content has been produced with the help of AI. This can help cross-border workers distinguish between content generated by humans and content generated by AI systems, allowing them to make informed choices.

Reporting and Control Mechanism

The code of conduct provides a two-tier reporting and control mechanism. People who wish to ask questions or file a complaint will be able to turn to dedicated services within the companies. An independent mediation body (ombudsman) for AI will intervene in the second instance for serious cases or those that could not be resolved amicably. This mechanism can be particularly useful for cross-border workers who wish to report problems or request clarifications on content generated with AI.

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Key points

Concrete actions for cross-border workers

The new code of conduct on AI in Swiss media introduces various measures that can affect cross-border workers. Here are some concrete actions that cross-border workers can take to benefit from these new provisions:

Inform yourself about media policies

Cross-border workers should inform themselves about the policies of Swiss media regarding the use of AI. This can help better understand how content is generated and make informed choices. Swiss media are required to inform the public transparently about their use of AI, for example through a dedicated page on their website.

Use reporting mechanisms

Cross-border workers who have questions or complaints about content generated with AI can use the reporting mechanisms provided for in the code of conduct. Those who wish to ask questions or file a complaint will be able to turn to the dedicated services within the companies. An independent mediation body (ombudsman) for AI will intervene in second instance for serious cases or those that could not be resolved amicably.

Participate in training initiatives

Cross-border workers can participate in training initiatives on the use of AI in the media. This can help better understand how content is generated and make informed choices. Swiss media are required to train their staff on the use of AI, ensuring that content is produced responsibly.

Use verification tools

Cross-border workers can use verification tools to check the accuracy of content generated with AI. This can help ensure that the information is accurate and reliable. Swiss media are required to adopt measures to prevent the spread of false information.

Conclusion

The new code of conduct on AI in Swiss media introduces various measures that can affect cross-border workers. By informing themselves about media policies, using reporting mechanisms, participating in training initiatives, and using verification tools, cross-border workers can benefit from these new provisions and make informed choices.

For more information and to calculate the tax impact of the new provisions, visit our tax calculator.

Source: tio.ch