PCSA Marks World Press Freedom Day with Urgent Call for Ethical AI Use in Journalism

The Press Council of South Africa (PCSA) has issued a powerful statement in honour of World Press Freedom Day (3 May 2025), calling for the responsible and ethical integration of artificial intelligence (AI) into journalism. Aligning with UNESCO’s theme, “Reporting in a Brave New World – The Impact of Artificial Intelligence on Press Freedom,” the PCSA emphasized that while AI presents powerful opportunities, it also poses threats to information integrity if misused.

Executive Director Phathiswa Magopeni underscored the need for transparency in the use of AI tools in newsrooms and reiterated that “audiences must be able to distinguish between human-authored and AI-assisted content.” The PCSA warns against unchecked bias, disinformation, and loss of editorial accountability that may arise if AI is deployed without oversight.

As part of its broader efforts, the PCSA promotes ethical journalism rooted in its FAIR principles — Factual, Accountable, Independent, and Responsible — and continues to engage journalists and publishers across the country through outreach and training. The council also affirmed its commitment to preserving press freedom while navigating the AI revolution with clear ethical guardrails.

Deputy Chairperson Amina Frense added, “We reaffirm our commitment to supporting a vibrant and ethical media ecosystem, one that embraces innovation responsibly.” The Council concluded by urging all media stakeholders — from editors to tech developers — to protect the democratic values embedded in trustworthy journalism.

Executive Director Magopeni will represent South Africa at the global World Press Freedom Day event hosted by UNESCO in Brussels, where AI and media ethics will take centre stage.