Swiss Media AI Code of Conduct: Industry Commits to Self-Regulation

At the Swiss Media Forum in Zurich on May 7, 2026, the Swiss media industry presented the Swiss Media AI Code. The code establishes common principles for the responsible use of artificial intelligence in Swiss journalism. Numerous media associations and companies are supporting this self-regulatory initiative, including SRG SSR, Keystone-SDA, and the Swiss Media Publishers Association. In addition, WEMF plans to launch an AI audit and a quality label.

A widely adopted industry code of conduct

Andrea Masüger, President of the Swiss Media Publishers Association (VSM), sums up the motivation: «Trust is the media’s most valuable asset. The rapid development of AI presents the media industry with major challenges while also opening up opportunities. To safeguard and strengthen that trust, Swiss media companies have jointly developed an industry-wide AI code of conduct.»

The Swiss Media AI Code is supported by a broad alliance: In addition to the Swiss Media Publishers Association, participants include Médias Suisses, Media Svizzeri, SRG SSR, Keystone-SDA, the Association of Swiss Private Radio Stations (VSP), the Association of Swiss Private Television Stations (VSPF), and the Association of Swiss Regional Television Stations (Telesuisse). The MAZ – Institute for Journalism and Communication – welcomes the initiative.

As a self-regulatory instrument, the Code is based on the Council of Europe’s Convention on Artificial Intelligence, which the Federal Council intends to ratify. A key principle: Media companies and their employees remain responsible at all times for published editorial content—regardless of whether it was created by humans or generated, edited, or distributed with the help of AI systems.

Pia Guggenbühl, director of the VSM, highlights the breadth of support: «The industry’s energy and willingness to find a common solution illustrate that this is a topic of great concern. The fact that the AI Code now before us has such broad support shows that we are on the right track.»

Four Principles and Clear Labeling Requirements

According to Hanspeter Kellermüller, CEO of Keystone-SDA, the AI Code is based on four principles: user awareness, protection of democratic processes, data protection, and transparency. In addition, binding labeling requirements apply. Susanne Wille, Director General of SRG, states: «It is crucial that people in Switzerland can rely on the Swiss media. With the AI Code, we are establishing a common foundation to ensure that the use of artificial intelligence remains transparent and traceable.»

The Code applies to the use of AI systems by media companies that produce, publish, broadcast, or otherwise distribute journalistic content in accordance with journalistic principles—to the extent that such use has a direct impact on journalism as perceived by the public. It is designed as a living document and should be adaptable both periodically and in response to changing circumstances.

Two-tier operational model with an independent ombudsman's office

To ensure compliance, a two-tier reporting and review mechanism is in place: AI reporting offices at the company level serve as the first point of contact for questions or complaints. An independent AI ombudsman’s office acts as the second point of contact for serious cases or those that cannot be resolved amicably. The ombudsman’s office is to publish an annual transparency and implementation report. Participation in the code is open to all stakeholders in the media industry.

WEMF AI Audit and AI Quality Label

At the same time, the independent audit and research organization WEMF has developed the Responsible AI Audit, a new certification and quality label that is intended to be open to all media outlets in Switzerland. Media companies can continuously improve their responsible use of AI through annual audits and demonstrate this to the public and market partners with a certificate and label. WEMF plans to provide more detailed information about this new industry solution in the coming weeks.

Further information on the AI Code of Conduct and the operating model is available from the Swiss Media Publishers Association: https://www.schweizermedien.ch