A major part of the updated Code deals with the use of artificial intelligence and new technologies in journalism. The Code does not treat technology as a separate issue, but places it inside the core duties of the profession: accuracy, verification, transparency, accountability and public interest.

Author: NarativAi

The Association of Journalists of Macedonia, the Macedonian (АЈМ) Institute for Media and the Council of Media Ethics of Macedonia promoted the new Journalists’ Code of Macedonia on July 7, 2026, at Europe House in Skopje.
The new Code updates the professional rules for journalists and editors in a media environment shaped by digital platforms, artificial intelligence, fast publishing, visual manipulation and changing audience habits. It follows a wider consultation process with journalists, editors, media workers, media organisations and self-regulatory bodies.

A major part of the updated Code deals with the use of artificial intelligence and new technologies in journalism. The Code does not treat technology as a separate issue, but places it inside the core duties of the profession: accuracy, verification, transparency, accountability and public interest.

At the promotion, АЈМ President Mladen Chadikovski underlined this point directly: “Technology can be a tool, but it must never become a substitute for professional judgement, ethical decision-making and journalistic responsibility.”

Photo credit: Ivan Popovikj / Association of Journalists of Macedonia (AJM) Facebook page

The Code states that journalistic content created with the use of artificial intelligence must be clearly labelled. It also states that the journalist remains responsible for the accuracy of the information and for the integrity of the final media product.

It draws a firm line against the use of artificial intelligence to produce or spread false, manipulative or substantially altered content that could mislead the public. It also states that a journalistic product must not be entirely generated by artificial intelligence.

These provisions matter because newsrooms already use digital tools in everyday work: for research, translation, transcription, data processing, visual production, headline testing and distribution. The new Code makes the responsibility clear. Editors and journalists must know when such tools are used, check the result, correct mistakes and explain their use when the public needs to know.

The Code also strengthens other areas linked to digital journalism. It addresses the need for verification through independent sources, transparency when correcting or changing published content, a clearer distinction between public interest and public curiosity, conflicts of interest, the responsibility of headlines and visuals to reflect the content, and the protection of vulnerable groups.

Biljana Petkovska, Director of the Macedonian Institute for Media, stressed that the adoption of the Code is only one part of the process. The harder task, she noted, is its application in everyday journalistic work. She pointed to the need for journalists, but also citizens, to recognise and use media self-regulatory mechanisms.

For newsrooms, the new Code sets practical expectations. If artificial intelligence or other digital tools are used, the newsroom must keep human editorial control. If content is changed, corrected or technically produced with the help of such tools, the newsroom must remain transparent. If a tool produces errors, bias or misleading content, the responsibility stays with the journalist and the editor.

The Code also builds on two expert analyses published at the beginning of the revision process and prepared by Marina Tuneva and Aleksandar Manasiev. The analyses examined regional and comparative experiences, as well as current ethical practices and challenges in the media sector.

NarativAI’s Position on the New Code

NarativAI welcomes the adoption of the new Journalists’ Code of Macedonia, especially the provisions that address artificial intelligence, digital tools and editorial responsibility.

For NarativAI, this part of the Code is particularly important because it treats the use of new technologies as an ethical issue, not only as a technical one. The Code makes clear that journalists and editors remain responsible for the accuracy, context and integrity of the final media product, even when artificial intelligence or other digital tools are used in the process.

Aleksandar Manasiev, founder of NarativAI, contributed to the wider process through the preparation of the expert analysis “A Thorough Revision of Current Practices for Ethics in Journalism in North Macedonia.” The analysis examined current practices, challenges and gaps in the application of journalistic ethics and supported the process of updating the ethical framework.

Through its work with journalists, editors and media organisations, NarativAI will continue to focus on the responsible use of new technologies in newsrooms, practical editorial rules and safeguards that support professional journalism.