Guidelines on the Responsible Use of Artificial Intelligence in the News Media
Ukraine · Guideline · National Council of Ukraine on Television and Radio Broadcasting
Our summary
Recommendations for responsible AI use in news media developed by Ukraine's media regulator. The guidelines establish principles including transparent editorial decisions, audience disclosure of AI involvement, risk assessment, data protection, and media accountability for published content. They explain how media should select AI systems, label AI-generated material clearly, and maintain human oversight and verification of all content.
Written by the Index in our own words. It is not legal advice; the official text is the authority.
Inside this policy
Every section of this policy in order. Our notes summarise each one in plain language and do not quote the official text, which is the authority.
Drafted by the Index An automated summary of the official text, not yet reviewed by a person.Reviewed Checked by a person against the official text.
5 sections
Jump to a chapter
Artificial intelligence in news media: recommendations and regulatory context
Artificial intelligence presents opportunities for media and advertising professionals but creates risks regarding human rights, personal data protection, and democratic processes. Current Ukrainian law lacks specific regulations on artificial intelligence, though sectoral recommendations have been developed; proposed amendments to media law would make artificial intelligence rules a matter for co-regulatory arrangements. The rapid development of artificial intelligence technology enables creators to generate more content in shorter timeframes, but risks include deepfakes, misinformation, unvalidated information, and manipulation, particularly during elections, prompting regulators to establish safeguards.
Global AI regulation and Ukrainian context
Current AI challenges include ethical issues, intellectual property, personal data processing, algorithmic bias and deepfakes, which regulators worldwide have begun addressing through various legislative approaches. Ukraine is developing sectoral recommendations to serve as the foundation for future legislation, with formal regulatory measures planned starting in 2027, aligned with the White Paper on AI governance.
Sectoral recommendations and media guidelines
Sectoral recommendations exist for responsible AI use in media, education, advertising, marketing and intellectual property, with further development underway for AI developers, civil servants and other sectors. Media recommendations establish principles including responsible editorial decisions, transparency, risk assessment, audience notification about AI use and data protection, with guidance on content marking and human review before publication.
AI liability and advertising guidelines
Media users of AI systems bear editorial, individual and legal responsibility for content generated, including compliance with laws on personal data, trade secrets, copyright and criminal prohibitions on hate speech. Advertising and marketing recommendations address risks such as privacy violations, discrimination, children's rights infringement and antimonopoly issues, with restrictions on processing data of minors under 18 years for behavioral marketing.
Copyright and intellectual property
Ukraine established a special 25-year right for AI-generated content analogous to copyright, protecting both users and original authors. Recommendations address developers, rights holders and users to help minimize copyright infringement, advising users to verify that generated content does not contain third-party trademarks or protected materials, with users bearing responsibility for any infringement rather than platforms.
Controls
What this policy requires, forbids, grants or penalises, one control at a time and in our own words. Each control links to the official text, which is the authority. This is not legal advice.
Drafted by the Index Drafted automatically from the official text, not yet reviewed by a person.Reviewed Checked by a person against the official text.
Themes covered 9 of 35
Choose a theme to see only its controls. About the themes
Risk and scope 2 of 4
- Risk classification, not covered
- Impact assessment, not covered
Data and privacy 2 of 4
- Data subject rights and consent, not covered
- Cross-border data transfer, not covered
Transparency and records 2 of 4
- Technical documentation, not covered
- Record keeping and logging, not covered
Technical safeguards 1 of 4
- Accuracy, robustness and cybersecurity, not covered
- Bias and non-discrimination, not covered
- Testing and evaluation, not covered
Assurance and lifecycle 0 of 4
- Conformity assessment and certification, not covered
- Registration and notification, not covered
- Incident and breach reporting, not covered
- Post-market monitoring and corrective action, not covered
Rights and protected groups 1 of 4
- Automated decision-making rights, not covered
- Biometric identification and surveillance, not covered
- Whistleblowing, complaints and redress, not covered
Roles and organisation 1 of 6
- Supply chain and provider-deployer duties, not covered
- General purpose and foundation models, not covered
- Training and AI literacy, not covered
- Public sector use and procurement, not covered
- Innovation support and sandboxes, not covered
Enforcement and sectors 0 of 5
- Enforcement, penalties and regulators, not covered
- Sector rules: health, not covered
- Sector rules: finance and insurance, not covered
- Sector rules: employment, not covered
- Sector rules: education, not covered
The full list of controls could not be loaded, so only the first 8 are shown.
Sectoral recommendations and media guidelines 3 controls
- ObligationApplies to: DeployerDrafted by the Index
Media deployers should establish responsible editorial practices with transparency, conduct risk assessments and notify audiences about AI use.
- ObligationApplies to: DeployerDrafted by the Index
Media deployers should protect personal data according to applicable law and mark AI-generated content before publishing.
- ObligationApplies to: DeployerDrafted by the Index
Media deployers should conduct human review of AI-generated content prior to publication.
AI liability and advertising guidelines 3 controls
- ObligationApplies to: DeployerDrafted by the Index
Media deployers bear editorial, individual and legal responsibility for AI-generated content.
- ObligationApplies to: DeployerDrafted by the Index
Media deployers must comply with laws on personal data, trade secrets, copyright and criminal prohibitions on hate speech.
- ProhibitionApplies to: DeployerDrafted by the Index
Advertising and marketing deployers must not process personal data of minors under 18 for behavioral marketing purposes.
Copyright and intellectual property 2 controls
- ObligationApplies to: DeployerDrafted by the Index
Users should verify that AI-generated content does not contain third-party trademarks or protected materials before publishing.
- ObligationApplies to: DeployerDrafted by the Index
Users bear responsibility for any copyright or trademark infringement in AI-generated content they publish, rather than the platforms hosting it.
Change history
No changes recorded since we began monitoring this policy.