Responsibility is the key to professional journalism

Media content that has been created, shaped or significantly altered using artificial intelligence (AI) must be clearly identified in cases where it could lead the public to a false or distorted view of actual facts and events.

This follows from the revised Code of Journalists of Montenegro, which was presented yesterday at the European House in Podgorica.

According to the new Code, no content generated by or with the help of AI may be published without human review and approval.

"In any case, the journalist and editor bear full responsibility for the content they publish, regardless of the degree of use of AI. The journalist must actively promote the ethical and responsible use and understanding of AI tools in order to improve the quality of journalism and media content," the document states.

The new Code also states that journalistic content created and distributed using artificial intelligence tools "must comply with all ethical and professional standards."

The author of the document is the working group for amendments and supplements to the Code of Journalists of Montenegro, and the support was provided by the Council of Europe, UNESCO, the European Union (EU) and the OSCE.

The revised Code also stipulates that when publishing professional content on social networks, a journalist is obliged to respect ethical and professional standards, even in cases where a personal opinion is expressed.

"A journalist is obliged to refrain from using offensive, inflammatory, defamatory speech, as well as from expressing views on controversial topics in a way that may call into question his objectivity and professional reputation. A journalist must pay special attention to the accounts with which he communicates, as well as the content of comments from third parties, especially when their accounts are open to the public," it reads.

Head of Mission of the Organization for Security and Cooperation in Europe (OSCE) in Montenegro Jan Haukas, during the conference, said that these anniversaries provide an opportunity to look back on the progress made, as well as to celebrate "the partnership that made it possible."

“The OSCE Representative on Freedom of the Media, the Mission and the Council of Europe have supported the development of the Code since 2015 and have continued to do so during the recent revision process. From the very beginning, the process was not aimed at imposing solutions, but at developing trust in a dynamic media ecosystem,” he said, emphasizing that the Working Group “has developed a series of practically-oriented tools for journalists.”

Aneta Spaić, a professor of Media Law at the University of Montenegro (UCG), said that the professionalism of the media in the country is of great importance. She also said that guideline 9 of the Code foresees "the prohibition of prejudging court proceedings."

She also pointed out that journalists are obliged to pay attention when publishing photographs of defendants during their arrest.