GFMD at IGF 2025: Advocating for Ethical AI, Media Freedom, and Inclusive Digital Governance

Ethical AI and Media in the Global South

In the session “Navigating Ethical Dilemmas in AI-Generated Content“, GFMD’s Advocacy and Policy Manager, Laura Becana Ball, presented the organisation’s approach to ethical AI in the media sector, especially in the Global South. She emphasised the need for AI and media policies that uphold media freedom and human rights, stating:

Policies on AI and media must uphold media freedom and human rights. Otherwise, our voices will be absent in the discussions shaping the digital future.

Laura also highlighted GFMD’s active engagement in shaping global frameworks like the Digital Services Act, the AI Act, the European Media Freedom Act, the Global Digital Compact, and the WSIS+20 review process. She introduced the Journalism Cloud Alliance—a new initiative aimed at improving media organisations’ access to secure, sustainable, and affordable cloud-based AI tools.

What we want is to strengthen the presence of journalists’ voices in policy discussions—this isn’t a niche issue; it’s about the future of democracy and public interest journalism, she noted.

The workshop, hosted by RNW Media, explored ethical challenges surrounding AI-generated content. It featured diverse perspectives from civil society, journalism, and digital rights advocates. Participants stressed the need to embed ethics into everyday workflows, warning that standalone AI checklists risk becoming “bureaucratic hurdles” if not meaningfully integrated.

Watch the recording of the session here:

Breaking Barriers in Internet Governance

In the Main Session organised by the Dynamic Coalitions Coordination Group “Dynamic Coalitions in service of Internet Governance: Success stories from the past and for the future of the IGF”, Laura spoke on behalf of several Dynamic Coalitions, including the Dynamic Coalition on the Sustainability of Journalism and News Media, for which GFMD serves as the Secretariat. She addressed the barriers many communities face in accessing and influencing internet governance, such as  technical language, institutional complexity, and political power struggles:

“Participating in internet governance discussions is not easy. Just getting in the room is a challenge—being heard and having your priorities reflected is even harder”, she emphasised.

Dynamic Coalitions, she explained, provide vital, long-term platforms for engagement, especially for underrepresented voices without institutional backing or funding. These coalitions operate independently of the Internet Governance Forum (IGF) Secretariat and serve as bottom-up spaces for innovation, dialogue, and research. Laura also spotlighted the Dynamic Coalition on Journalism, whose latest annual report explores how AI is reshaping journalism and why journalists must be part of digital policy conversations.

“Strengthening the presence of journalism voices in digital governance discussions is not a niche issue—it’s essential for the future of democracy. Without independent media, the decisions that shape our digital world risk becoming detached from the realities on the ground,” she concluded.

She closed by calling for sustained funding and collaboration to ensure these spaces continue to thrive and protect the public interest.

Watch the recording of the session here:

Media Integrity in the Age of Disinformation

GFMD’s Media and Platform Regulation Expert, Bojana Kostić, participated in the session “From Fragmentation to Collective Action: Building Trust and Resilience through Coalitions on Information Integrity.” Moderated by Sarah Lister (UNDP), the session brought together governments, civil society, humanitarian actors, and tech platforms to discuss how multistakeholder coalitions are essential in restoring trust and protecting information ecosystems.

Bojana underscored the deep connection between media integrity and information integrity in today’s global landscape. Media systems around the world are under pressure from authoritarian governments, powerful tech companies, and shrinking democratic spaces. She emphasised that the pressure contributes to disinformation, weakened public trust, and a lack of media pluralism, noting:

“To safeguard information integrity means to also guide media integrity. These two issues are intrinsically interconnected”, she noted.

Referencing Freedom House’s alarming report on democratic backsliding, Bojana painted a sobering picture but offered hope through collective action. She highlighted GFMD’s leadership within the Team Europe Democracy Network and its efforts, alongside GIZ and other partners, to create a toolkit that embeds OECD principles on effective media support into EU policymaking.

“We’re seeing signs of hope in how we collaborate across sectors. That’s the key to defending both media freedom and information integrity.”

Watch the recording of the session:

Looking Ahead

GFMD’s engagement at IGF 2025 reaffirmed its commitment to inclusive digital governance, ethical AI, and sustainable journalism. From shaping policy to empowering coalitions, we continue to ensure that journalists, civil society actors, and underrepresented voices play a central role in defining our digital future.

If you’re passionate about these goals, we invite you to join the DC-Journalism mailing list and explore more about the WSIS+20 Review process in our dedicated resource centre. To collaborate or support our advocacy work, please reach out to us at advocacy@gfmd.info.