Content Syndication & Copyright Market: Swiss media adopts code against content copying

The Swiss media industry, via the publisher association VSM, has adopted a 'Memorandum of Understanding' to curb the widespread practice of paraphrasing and copying articles from other outlets. The voluntary code prohibits the systematic adoption of whole articles or substantial parts, requiring editorial work to be predominantly original. An independent contact point will handle complaints, but no sanctions are foreseen. Notably, the TX Group, publisher of 20 Minuten and Tamedia, has not signed. The agreement also addresses AI-generated text, with ProLitteris confirming that no copyright remuneration is due when AI replaces human creation. The move is seen as a step towards establishing industry standards, although the lack of participation from major players and enforcement mechanisms limits its impact.