VSM Sets the Standard for Fair Use of Journalistic Content

On September 9, 2026, the Swiss Media Publishers Association (VSM) launched a Memorandum of Understanding regarding the use of journalistic content. The guidelines define common principles for citing sources, providing links, and the secondary use of third-party journalistic content. The first signatories to this voluntary commitment are Ringier Medien Schweiz, the NZZ, CH Media, Somedia, the Freiburger Nachrichten, and Gammeter Media. The Conference of Editors-in-Chief also supports the agreement.

Journalistic content can be shared quickly and easily in the digital space today. This makes clear rules all the more important, according to the statement: They help the public understand where information comes from, strengthen the credibility of journalistic reporting, and ensure fair treatment of the work produced by other newsrooms. With the Memorandum of Understanding titled «Transparency and Fair Reuse of Journalistic Content,» the participating media companies say they are creating a common framework that enhances transparency, respects the original journalistic work, and at the same time safeguards editorial independence.

Clearly cite sources and provide links to the originals

The memorandum stipulates: Anyone who reproduces journalistic content from another media outlet must clearly and prominently cite the original source. The source must be cited no later than the first relevant reference to the content and must be repeated in longer articles or when there are multiple references. Online, a direct hyperlink to the original article must also be provided—regardless of whether it is freely accessible or behind a paywall.

According to the Memorandum of Understanding, special care should be taken with regard to exclusive research, interviews, revelations, and comparable original contributions. In such cases, the original journalistic work should remain clearly identifiable through prominent and timely attribution of the source. This transparent attribution acknowledges the research effort invested and prevents the public from getting the impression that the content is the media outlet’s own original work.

The secondary use of journalistic content remains the exception

The memorandum distinguishes between journalistic reworking involving substantial original work and mere secondary use. Anyone who contributes new facts through their own research, draws on additional independent sources, verifies source material, or provides substantial contextualization of their own is producing an independent journalistic work—though the obligation to transparently cite sources remains.

More stringent rules apply to pure secondary use: Paraphrasing or reproducing entire articles or substantial portions thereof is not permitted. Furthermore, secondary use should remain sporadic; systematic use of third-party journalistic content is prohibited.

Journalism competition remains unrestricted

The memorandum explicitly states that journalistic competition should not be restricted. Critical reporting, the verification or refutation of statements, and independent follow-up investigations must neither be prevented nor delayed. In this way, the voluntary commitment combines fair recognition of original journalistic work with the freedom and responsibility of independent newsrooms.

The participating media companies will establish a point of contact through which potential violations can be promptly addressed and resolved. In the event of conflicts, a tiered procedure applies: First, direct contact is made; then, if necessary, the matter is resolved between the editorial leadership of the media companies involved. Consultation at the VSM level is envisaged only in cases of persistent disagreement or repeated, systematic misconduct. At the same time, the participating companies commit to communicating the principles of the memorandum internally and coordinating compliance with them across their editorial channels.

Open to the entire media industry

The Conference of Editors-in-Chief supports the agreement to protect journalistic work and raise awareness of the ethical issues surrounding «plagiarism.» The memorandum is intended to be a dynamic set of guidelines and is to be reviewed at least every two years in collaboration with the participating media companies and, if necessary, adapted to technological developments and new journalistic standards.

Participation is open to all media companies that are committed to the established principles of journalistic integrity and fairness—regardless of whether they are members of the VSM. Membership is granted upon submission of an informal declaration to the VSM office.

More information about the Memorandum of Understanding is available on the Publishers Association's website: https://www.schweizermedien.ch