Swiss media adopt ethical code on AI

Contesto

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. Th...

Dettagli operativi

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...

Punti chiave

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 cros...

Punti chiave

[{"q":"What does the new code of conduct on AI for Swiss media provide?","a":"The new code of conduct on AI for Swiss media provides that media companies and their employees remain responsible for the editorial content published, whether it has been produced by humans or with the support of AI systems. Media outlets commit to training their staff on AI and respecting copyright. They must adopt measures to avoid the spread of false information, ensure data protection, and inform the public transparently about their use of AI."},{"q":"How can I report a problem regarding AI-generated content?","a":"People who wish to ask questions or file a complaint can contact 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."},{"q":"What are the practical implications of the new code of conduct for cross-border workers?","a":"The new code of conduct introduces several measures that can affect cross-border workers. Swiss media are required to train their staff on the use of AI, ensuring that content is produced responsibly. They must inform the public transparently about their use of AI and adopt measures to protect personal data. Furthermore, the code of conduct imposes binding labeling obligations for AI-generated content."}]

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