Media Self-Regulation in the Use of AI: Limitation of Multimodal Generative Content and Ethical Commitments to Transparency and Verification

The expansion of the use of artificial intelligence (AI) across different stages of production and distribution in journalism is opening a debate on its applications within newsrooms and in business models. This research studies how different media outlets, media groups and institutions are beginning to create internal regulations for the use of AI, both from a technical and an ethical perspective. To do so, an international sample (N = 45) of editorial stylebooks and internal self-regulatory guidelines published between 2023 and early 2025 have been compiled—all links are openly available here—and put through a process of content analysis. The results indicate that the self-regulatory guidelines emerge from an individual initiative of the media themselves, with a focus on limiting the use of generative AI, particularly in text creation. The guidelines emphasize ethical commitments such as transparency, content verification, and respect for data and copyright while underlining the importance of human oversight. Key objectives include avoiding bias, ensuring information quality, and strengthening audience trust. Despite progress, regulation remains in its early stages and requires continuous adaptation to keep pace with technological advancements.