Computers and information technology Swiss media adopt a code of conduct on AI
The Swiss media industry has adopted a code of conduct for the responsible use of artificial intelligence. This instrument, which is based on a Council of Europe convention, is intended to strengthen public trust in the technology.
07.05.2026, 04:30
SDA
"Trust is the media's most valuable asset," Andrea Masüger, President of the Swiss Media Publishers Association (VSM), was quoted as saying in a press release. On Thursday, a code of conduct for the responsible use of artificial intelligence was presented at the Swiss Media Forum in Lucerne. It is also supported by the publishers' associations of French-speaking Switzerland (Médias Suisses) and Italian-speaking Switzerland (Stampa Svizzera), private radio and television broadcasters, the SRG and the Keystone-SDA news agency.
The Press Council, which also deals with ethical issues in connection with AI, welcomes the initiative, as the press release explains.
Transparency and labeling
As several studies in the past have shown the public's distrust of AI-generated content, the code of conduct is intended to serve as an instrument of self-regulation. It is based on the Council of Europe's Framework Convention on AI and Human Rights. Media Minister Albert Rösti signed this convention on behalf of Switzerland in Strasbourg at the end of March 2025.
According to the press release, the code states that media companies and their employees remain responsible for the editorial content they publish, regardless of whether it was created by humans or with the help of AI.
By signing the paper, the media commit to training their staff in AI issues and to upholding copyright. To protect democratic processes, they must take measures to prevent the dissemination of false information. They must ensure data protection and inform the public transparently about the use of AI, for example via a dedicated page on their website. The code of conduct also stipulates binding labeling obligations.
"All of this strengthens trust in the communications market," summarizes Hanspeter Kellermüller, CEO of Keystone-SDA. "With this Code of Conduct, we are creating a common basis to ensure that the use of artificial intelligence remains transparent and comprehensible," added SRG Director General Susanne Wille in the press release.
Ombudsman and certification
To ensure implementation, the Code of Conduct provides for a two-stage reporting and monitoring mechanism. People who have questions or wish to submit a complaint can contact the relevant departments within the company. An independent ombudsman's office for AI will act in the second instance in serious cases or in cases that could not be settled amicably.
The ombudsman's office will publish an annual report. In addition, the Advertising Media Research Institute (WEMF) has developed a new certification in the area of AI as well as a quality label that will be available to all Swiss media.
The legal amendments in Switzerland to implement the Council of Europe Convention should be in place by the end of 2026. The Swiss Code is the world's first legally binding instrument in the field of artificial intelligence. It is intended to help create a legal framework that promotes innovation while guaranteeing the protection of fundamental rights.
