European Media Freedom Act enters into force
The European Media Freedom Act (EMFA) entered into force on Friday, introducing stronger protections for journalists, enhanced source confidentiality, and transparency obligations around media ownership and state advertising. It also addresses market dynamics by seeking to support traditional media in competing with platform-native publishers and adapting to generative AI. A central provision targets Very Large Online Platforms (VLOPs) such as YouTube, Facebook, Instagram, and TikTok, requiring them to promote diverse media content and to avoid arbitrary removal or algorithmic downgrading of recognised Media Service Providers (MSPs).
Implementation turns on the definition and verification of MSPs. While the EMFA sets baseline criteria—editorial responsibility, transparency, and independence—the European Commission has not yet issued guidance on MSP self-declaration. The consultation closed on 23 July, with stakeholders urging clarity on evidentiary standards and process. The Commission has indicated that listed criteria should not be cumulative, a position supported by the European Federation of Journalists (EFJ).
Operational challenges for VLOPs remain significant. Platforms have historically struggled to distinguish professional actors from bad faith operators. The European Broadcasting Union (EBU) proposes dedicated platform contacts with media expertise for MSPs. National registries of recognised media in some Member States may help, but they are fragmented and not harmonised across the EU, complicating cross-border recognition.
A key fault line concerns influencers and non-traditional publishers. News Media Europe argues that existing EMFA criteria suffice to exclude non-professional entities. The EFJ counters that professionally operating influencers or bloggers adhering to recognised self-regulatory standards should qualify. Industry groups such as DOT Europe warn that an overly broad MSP definition risks extending protections to bad faith actors, underscoring the need for precise guidance and robust verification.
