Sarajevo, 28–29 September 2026 – UNESCO and Partners Serbia organized a two-day regional workshop titled “Safeguarding Journalism as a Public Good in the Digital Platform Environment in South East Europe”, bringing together journalists, media professionals, regulators, representatives of media associations and self-regulatory bodies, civil society organizations, and international institutions from across the Western Balkans.

The workshop was held at the UN House in Sarajevo as part of the European Union-funded project “Building Trust in Media in South East Europe: Support to Journalism as a Public Good.” It provided a platform for regional dialogue on the growing influence of major digital platforms on journalism, media freedom, and the sustainability of independent news outlets.

Throughout the two-day event, participants discussed some of the most pressing challenges facing journalism in the digital environment, including the visibility and distribution of news content on social media platforms, content moderation practices and appeal mechanisms, the impact of artificial intelligence on news production and audience engagement, and opportunities for fair compensation for the use of journalistic content.

Particular attention was given to the position of small, local, and independent media outlets, which often face additional difficulties in navigating platform rules, reaching audiences, and developing sustainable business models.

The programme also introduced the Journalism Trust Initiative (JTI) as a tool for strengthening transparency, professional standards, and public trust in journalism. Dedicated sessions explored UNESCO's work on fair compensation for news media, as well as relevant European regulatory frameworks, including the Digital Services Act (DSA) and the European Media Freedom Act (EMFA).

Speakers and participants exchanged perspectives on how these frameworks and international standards could inform regulatory and self-regulatory approaches in the Western Balkans, while safeguarding freedom of expression, editorial independence, and media pluralism.

On the second day, participants worked in four thematic groups focusing on the visibility and circulation of journalistic content, content moderation and appeals, fair compensation and media sustainability, and regulatory and self-regulatory responses.

The working groups identified several priorities for future action, including stronger and more transparent communication between media outlets and digital platforms, improved mechanisms for addressing content restrictions, greater cooperation among media organizations, and additional support for independent and local journalism.

The workshop highlighted the importance of continued regional cooperation and practical solutions that respond to the specific needs of media organizations in South East Europe.

Building on the discussions and recommendations from Sarajevo, UNESCO and Partners Serbia will organize six national consultative workshops in Albania, Bosnia and Herzegovina, Kosovo*, Montenegro, North Macedonia, and Serbia. These workshops will provide opportunities to further explore country-specific challenges and identify practical steps to strengthen the position of journalists and media outlets in the digital platform environment.

The regional workshop forms part of ongoing efforts to promote journalism as a public good and support a more transparent, accountable, and sustainable digital information ecosystem in South East Europe.

The workshop was organized by UNESCO and Partners Serbia, with financial support from the European Union.