Getting Information Through Social Media

The internet has become an indispensable part of everyday life, and this is no longer a cliché. Our lives now unfold simultaneously online and offline, and there is hardly any clear boundary between the “real” world and the digital space. Statistics support this reality: more than 4.5 million people (87.7% of Serbia’s population) regularly use the internet.

The internet has evolved beyond a space for personal communication and private needs; it has become the dominant channel for accessing information. According to estimates from 2024, approximately 4.7 million people in Serbia use social media, representing more than 71% of the total population. This number is expected to continue growing, reaching an estimated 6.2 million users by 2030.

These figures demonstrate that social media are no longer merely a supplementary source of information but have become a foundation upon which public opinion is shaped. Media outlets have recognized this trend and increasingly rely on social media to distribute news and inform the public. However, this development also raises concerns, as there is still no clear legal framework governing social media platforms.

During a workshop held on 20 April 2026 in Belgrade, organized within the framework of UNESCO’s multi-year project “Building Trust in Media in South-East Europe: Support to Journalism as a Public Good,” funded by the European Union, representatives of media organizations, academia, civil society, international organizations, and public institutions discussed the challenges media face when using social media as channels for public information, possible approaches to regulating social media platforms, and the needs of media organizations in the digital environment.

At the opening of the workshop, Marina Grnja Klajić, author of the Analysis of the Regulation of Social Media and Online Media in Serbia, presented the key findings and recommendations aimed at protecting media freedom.

Marina addressed the absence of a unified regulatory framework for social media and online media in Serbia. While online media are regulated through the Law on Public Information and Media and the Law on Electronic Media, social media platforms formally fall outside the scope of these laws. Nevertheless, their growing influence on information dissemination raises important questions regarding their future regulation and accountability.

The situation is complex. On the one hand, regulation can serve as a safeguard against hate speech and disinformation. On the other hand, there is a significant risk that legal mechanisms could be selectively used as tools of political pressure against independent media through financial control and unequal access to public resources, further undermining trust in institutions, particularly during election periods.

As media become increasingly dependent on social media platforms for distributing information of public interest, while those platforms remain largely unregulated, a significant imbalance emerges. Platforms effectively determine the type and format of information that reaches citizens, while media organizations are forced to adapt to opaque algorithms over which they have little influence. It is precisely for this reason that the Recommendations for the Regulation of Online Platforms were developed. These recommendations are grouped into several categories and addressed to different stakeholder groups.

Recommendations

During the workshop, participants reviewed recommendations on the regulation of social media platforms, which served as the basis for discussion and collective reflection on the most appropriate approaches to platform governance. The recommendations are addressed to public authorities, digital platforms, media organizations, civil society organizations, academia, and independent institutions.

Although structured according to stakeholder groups, participants emphasized that effective regulation requires ongoing communication and cooperation among all actors in order to identify the most appropriate and sustainable solutions.

Workshop participants broadly agreed that harmonization of domestic legislation with the European Union’s Digital Services Act (DSA) is important. However, some participants also expressed the view that Serbia should not fully implement the DSA before becoming an EU Member State, as this could create a legal framework without sufficient mechanisms for practical implementation.

Rather than focusing exclusively on legislative alignment, participants suggested returning to the “basics” by prioritizing media literacy, citizen education, and capacity-building within media organizations and civil society. As one participant noted, the recommendations “sound good for a well-functioning state, but are difficult to implement in our current context.”

Given Serbia’s limited negotiating power as a relatively small market outside the European Union, participants proposed the creation of a regional digital hub that could strengthen the region’s collective position in discussions with major technology platforms. The need for an independent body to mediate disputes between media organizations and social media platforms was also highlighted.

Media associations were encouraged to develop platform engagement strategies, invest in staff training, and diversify their presence across different platforms. Civil society organizations and academic institutions were recognized as valuable partners that can provide legal support, share expertise, and contribute through research into platform algorithms and digital governance.

One of the most important recommendations focused on the development of an independent regulatory framework, free from political influence and equipped with adequate expertise and resources, that would promote a human rights-based approach to platform governance.

Conclusion

Regulating social media platforms requires time, patience, and sustained commitment. Effective solutions can only emerge through coordinated action involving public authorities, media organizations, civil society, academia, and independent institutions.

Regional cooperation is equally important for strengthening negotiating power vis-à-vis major technology companies. As emphasized during the workshop, establishing a regional digital hub could represent a significant step forward, as the countries of the Western Balkans together constitute a market of sufficient size to engage more effectively with global platforms.

Without such cooperation and coordinated action, there is a risk that legal provisions will remain ineffective, while media organizations and citizens continue to be exposed to the unchecked influence of platform algorithms.

The path toward a more democratic digital environment lies in stronger regional cooperation and in recognizing the interdependence of all actors within the digital ecosystem.