Introduction
Media freedom and media pluralism stand as the cornerstone of democracy and the fundamental principles of the European Union (EU). Maintaining an environment where media pluralism, investigative journalism, and fact-based reporting can exist unhindered is a sacrosanct prerequisite for a fair and free society, as censorship and authoritarian trends pose significant threats to democratic integrity.
Despite legislative and non-legislative efforts by the last European Commission to protect media freedom and journalists, severe threats and restrictions persist, jeopardising the EU’s fundamental values. Through their work, journalists uphold such values, fight disinformation and misinformation, and contribute to a better functioning of the EU institutions and society as a whole.
It is essential that the next Commission and the co-legislators cement this legacy and support long-lasting solutions to strengthen the space for media freedom, pluralism, and independence as well as the sustainability and competitiveness of the media sector in Europe.
Countering authoritarian forces by protecting press freedom and media pluralism
The Commission has introduced several measures to enhance media freedom, culminating in the European Media Freedom Act (EMFA), which took effect on May 7, 2024, with full implementation expected by August 2025. As part of the EMFA, an independent European Board for Media Services, operational as of February 2025, is expected to ensure consistent application of these rules across all Member States. Civil society organisations (CSOs) must be involved in this process of implementation as watchdogs to monitor media freedom, advocate for stronger legal frameworks, and raise public awareness.
To counter authoritarian forces and protect media freedom and media pluralism, the EU must prioritise implementing the Journalism Trust Initiative (JTI) to address disparities in content quality across platforms, including social media. Moreover, violent actions such as the removal of critical media personnel, censoring dissenting programs, and stifling media independence must end and be countered with robust legal protections, anti-monopoly regulations, and robust safeguards against harassment of journalists.
Additionally, resources for traditional media should be expanded through contributions from online platforms, and owners of media outlets should be barred from accessing public markets outside the media sector. Alongside these regulations, the EU should encourage the media industry to adopt self-regulatory measures, such as codes of conduct and ethical guidelines to ensure the quality, accuracy and impartiality of news reporting. The EU can also support media self-regulation bodies and provide incentives for media outlets that comply with their standards.
The EU must also enforce stronger rules on conflicts of interest in communication and politics, promote transparency in media ownership and algorithmic manipulation by tech giants, and expand funding for independent journalism. Public Service Media (PSM) should create a joint European platform for news, education, and documentation services to bolster political decision-making and ensure accessible European reporting in all languages.
Implementing the European Media Freedom Act
The EMFA represents a significant step towards ensuring the independent functioning of public service media. Its implementation is of the utmost importance to safeguard editorial independence and recognising information as a public good, underscoring that media companies should not merely be treated as businesses. As media markets have been becoming increasingly more digital and cross-border, with spyware posing additional threats, the EMFA’s success hinges on robust enforcement mechanisms and clear definitions of media independence.
The EMFA should also promote greater financial transparency and anti-corruption measures, as well as transparency in the selection criteria for top management and directors in public service media. The common practice of hiring expensive market professionals who were formerly employed by public media should be regulated more vigorously, while EU should address media ownership concentration, not least by ensuring transparency of ownerships, including that of social media platforms. The ownership of media holdings must be made public to identify any malign actors that conceal their identities in offshore locations or through hedge funds. Ensuring this transparency will enhance accountability and contribute to demanding greater responsibility for the dissemination of information.
Additionally, the EMFA should ensure adequate funding for independent journalists to prevent financial pressures from limiting their work and protect against external interference and harassment. In this respect, expanding transparency requirements for major decisions, legislating the rotation of personnel between political and media roles, and safeguarding against unjustified online content removal are crucial.
Providing high-quality, fact-based information without interference
Ensuring the delivery of quality, fact-based information without interference is crucial in maintaining the integrity and reliability of media across Europe. Comprehensive regulation is needed to tackle the shrinking resources in national and EU advertising markets, which are being siphoned off by online platforms that collect massive advertising revenue without contributing to local content production. The EU should limit the dominance of the major tech giants by developing alternatives and gaining shared control of existing platforms.
Additionally, supporting local journalism through regulations that ensure its autonomy and enhance its role as a community service is essential. The EU should provide funding for independent media outlets to ensure they have the resources necessary to produce high-quality and fact-based journalism, including through the easing of market entry barriers. This should include investigative journalism, which can help expose and counter disinformation and misinformation. Support to quality media outlets at regional and local levels must be given as they require both financial and professional assistance to operate effectively; they are key, as they speak about the daily life of their communities.
In response to the strategic use of online opinion manipulation by actors such as Russia, the EU and its Member States must carefully navigate the digital space, balancing the promotion of diverse opinions with the fight against disinformation, countering digital echo chambers, and drawing clear boundaries to prevent hate speech on social media.
Promoting Accountability and Transparency in Media
Actors in the media have a crucial role to play to handle and debunk disinformation and misinformation. Media outlets must be held accountable for their reporting through stricter sanctions against those media spreading disinformation and misinformation, and against Member States which fail in due diligence against both of them (for instance, by allowing official media to spread disinformation and misinformation, tolerating media spreading disinformation and misinformation despite complaints, etc.).
The EU should increase its financial support for organisations actively involved in fact-checking and continue its support in the development of fact-checking initiatives and tools which can help identify and counter disinformation.
European Digital Media Organisation (EDMO) hubs are also valuable initiatives that ensure a strong link between the EU and Member States in fighting disinformation. Encouraging greater engagement between EDMOs and CSOs is crucial.
Enhancing the role of organised civil society as watchdogs
Organised civil society plays a crucial role in promoting and protecting media freedom and media pluralism in Europe by raising awareness about media regulations, advocating for stronger legal frameworks, and supporting journalists through training and resources. The EU should support them, especially in cases beyond their direct reach, as their presence and international networks are often crucial in exposing governmental abuses.
Engaging citizens and fostering objectiveness and tolerance are key to a more informed and respectful media environment. The EU and its Member States should establish public committees of citizens, media organisations and NGOs in continuous contact with the upcoming European Board for Media Services to make sure that relevant national issues and developments are communicated effectively.
Moreover, the EU should promote media literacy starting from primary education and creating fact-checking networks supported by dedicated funding to combat disinformation and misinformation, especially in light of those challenges posed by restrictive governmental influences on educational systems.
Promoting inclusive and ethical journalism
The EU needs to promote inclusive and ethical journalism to ensure high-quality, progressive and diverse media. Government and EU funding should support local journalists and public-service broadcasting, with a focus on implementing diversity training, ethical guidelines, and accountability. Initiatives that foster community engagement and representation in media content are long overdue and very much needed.
Efforts must also address media dehumanisation by hiring individuals from diverse backgrounds and giving them a platform to share their stories. Rigorous and careful journalist training must be complemented by the practical application of ethical and inclusive standards in the workplace, while consistent and critical evaluation of journalists’ codes of conduct is necessary.
Furthermore, improving information accessibility for people with varying educational backgrounds, linguistic capabilities, and physical abilities should be a priority for all stakeholders, including EU legislators.
At the same time, establishing collective minimum contractual conditions, including fair remuneration, is crucial for all media sector workers, as fair pay underpins the quality of journalistic work.
Strengthening the voice and perspective of women and historically underrepresented groups
The EU needs to strengthen the voice and perspective of women and historically underrepresented groups in the media to reflect the diversity of our societies and achieve a balanced public discourse. The EU’s support for the European Gender Equality Strategy 2020-2025 and the ratification of the Istanbul Convention are steps in the right direction, but more needs to be done. True equality in society requires fair media representation, where underrepresented groups are not only visible but also empowered to share their stories authentically.
Continued underrepresentation and lack of investment in women’s roles — whether as sources, experts, journalists, editors, or photographers — alongside issues such as gender pay gaps, limited access to training and promotions, hate, online harassment, and bias, distort media representation and quality of information.
For this reason, it is essential to promote both equal opportunities and safeguards for all genders, fight against discrimination and sexism, and raise awareness about gender-specific issues in journalism. This includes providing resources to counter online hate speech, negotiating collectively to address newsroom discrimination, and equipping journalists to combat gender bias.
At the same time, media organisations need to include diverse voices and their stories, implement inclusive editorial policies, and actively seek out perspectives from underrepresented communities, such as migrants, the LGBTQIA+ community, and religious minorities.
Making journalism safe, accessible and a public good
Making journalism safe, accessible, and a public good requires comprehensive measures to combat disinformation and misinformation and enhance media integrity. Digital companies need to play a significant role in addressing disinformation and misinformation by implementing a labelling system to clearly differentiate between public relations and journalistic content.
The EMFA can further protect editorial independence, safeguard journalistic sources from spyware, and ensure the independent operation of public service media. It should also prevent unjustified online content removal and ensure that media market concentrations are assessed for their impact on media pluralism. To counter disinformation and misinformation, journalists must adhere to ethical standards, engage in fact-checking, and advocate for policies that ensure their safety and the sustainability of independent media. Distinguishing journalist accounts from general content producers through identifiable icons or badges can enhance transparency.
High-quality journalism is essential for addressing misinformation and must be supported by a European fund for investigative journalism to foster a unified European communication space. Public service media should focus on regaining trust through independent coverage and adherence to strict codes of conduct. Media organisations should leverage their expertise to improve media literacy, while EU legislators need to influence social media companies to take robust action against misinformation and disinformation.
