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In today’s digitally transformed world, news media faces a challenging future amidst unprecedented changes that have transformed the environment in which journalists work. This crisis threatens the key role of news media as the providers of accurate, reliable and independent information. 

Within the EU-funded project Building Trust in Media in South-East Europe: Support to Journalism as a Public Good, implemented by UNESCO through its Antenna in Sarajevo of the Regional Bureau for Science and Culture in Europe, the Ethical Journalism Network (EJN) organised a regional conference titled “The Trust Story: Pathways to Quality Journalism in South-East Europe and Türkiye in the Digital Age” on 2-3 December 2024 at the Press Club Brussels, in Belgium.

Over 40 representatives of media outlets and media organisations - including press and media councils - from the Western Balkans, Türkiye and the EU, joined EU Institutions (DG NEAR, DG CNECT and the European Parliament), digital platforms and advertisement organisations, with the aim of exploring practical ways to restore public trust in both offline and digital media. 

In his introductory remarks, Lodovico Folin-Calabi, Officer in charge of UNESCO’s Liaison Office in Brussels and UNESCO Representation to the EU, emphasised that "as we navigate the complexities of the digital era, the role of journalism as a cornerstone of democracy and public trust has never been more critical."

Highlighting the media sector's challenges, Andris Kesteris, Principal Adviser for Civil Society and Media, at the Directorate-General for Neighbourhood and Enlargement Negotiations (DG NEAR), stressed the EU's commitment to freedom of expression, placing strong emphasis on media freedom as a vital benchmark to join the EU. 

Since 2019, with the support of UNESCO and the EU, the Ethical Journalism Network has assisted more than 50 media outlets from South-East Europe and Türkiye in performing ethical and transparency self-assessments against the standards of the Journalism Trust Initiative – JIT (operated by Reporters Without Borders - RSF), to promote compliance with professional ethics in journalism. This outcome is part of the broader achievements of the “Building Trust in Media in South-East Europe” project, presented by Joshua Massarenti, Regional Project Coordinator of the UNESCO Antenna in Sarajevo.

Aidan White, President of the EJN, called for a recommittal to ethics, transparency, and accountability. Discussions pursued on rebuilding public trust amid disinformation and political polarisation. Benjamin Sabbah, JIT Director within RSF, emphasised the need for collective action, urging all industry stakeholders to contribute to a healthier information space and outlining JTI's role in setting ethical standards. 

Key sessions explored self-assessment practices in the Western Balkans and Türkiye, ethical certification for media outlets, the impact of Artificial Intelligence in journalism, and the role of EU legislative frameworks like the Digital Services Act (DSA), the European Media Freedom Act (EMFA) in protecting journalistic content online, as well as media pluralism and independence. 

The conference concluded with the drafting of strategic recommendations to advance trust in the media. Common agreement was reached that ethical audits, transparent self-regulation, and preferential AI algorithmic treatment of quality journalism are essential for strengthening media credibility and sustainability. By fostering collaboration across the media ecosystem, the conference marked a significant step towards ensuring journalism’s future in the digital age.