A regional awareness campaign by the Press and Media Councils of the Western Balkans and Türkiye

In a time where deepfakes look real, AI-generated content goes viral, and trust in media is under fire, one question matters most: who keeps journalism ethical?

This regional campaign, supported by UNESCO and financed by EU*, brings together the Press and Media Councils of Albania, Bosnia and Herzegovina, Kosovo, Montenegro, North Macedonia, Serbia, and Türkiye to raise awareness on how generative AI challenges the truth — and how ethics can fight back.

Through two impactful animated videos we expose:

• The ethical dangers of misused AI in journalism
• The vital role of press councils in preserving integrity, transparency, and audience trust

AI can replicate a voice — but only humans can uphold values.
In the age of AI, ethical journalism is not a luxury — it’s a necessity.

Follow your local press council. Support ethical journalism. Choose truth.

*the views expressed are those of the Press Councils, not neccessarily representing the views of UNESCO and EU.