The European Media Freedom Act (EMFA) introduces stronger protections for journalists and aims to enhance democracy through transparency in media ownership and state advertising. It seeks to assist traditional media in competing with social media outlets and adapting to technological advancements like generative AI. A provision mandates Very Large Online Platforms (VLOPs) to promote a variety of media content and prevents the arbitrary removal of Media Service Providers (MSPs), who are defined as professional media outlets. Defining MSPs has proven challenging, necessitating future guidelines from the European Commission.
The European Media Freedom Act (EMFA) aims to safeguard press freedom and bolster democracy by introducing transparency measures regarding media ownership and state advertising.
The law seeks to help traditional media outlets compete with social media-based outlets and adapt to the rise of technologies such as generative AI.
One provision requires Very Large Online Platforms to promote diverse media content and prevent arbitrary removal or algorithmic downgrading of recognised Media Service Providers.
Defining who qualifies as a Media Service Provider is proving difficult, with criteria already set out but forthcoming guidelines expected to add clarity.
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