Observed Signal · Sep 8, 2026 · Policy Update · Source: persoenlich.com News · Impact: 2/5 · Sentiment: Positive
Swiss Publishers Launch Code Against Content Scraping
The Swiss Publishers Association (VSM) has launched a voluntary code of conduct aimed at promoting fairness in the use of journalistic content. The 'Memorandum of Understanding' requires media outlets to clearly attribute original sources and link directly to them when republishing content. Special care is mandated for exclusive investigations to recognize the original journalistic effort. The agreement distinguishes between further processing with own contribution and pure secondary use, prohibiting the complete or paraphrased takeover of articles or substantial parts thereof, as well as systematic use of foreign content. Initial signatories include Ringier Medien Schweiz, NZZ, CH Media, Somedia, Freiburger Nachrichten, and Gammeter Media. The code is open to all media companies, regardless of VSM membership, and will be reviewed every two years.
Industry self-regulation in Switzerland regarding content reuse, relevant to publishers and content licensing.
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Key Takeaways & Evidence Grounding
- VSM launched a voluntary code of conduct against unauthorized content copying.
- The code mandates clear attribution and direct linking to original sources.
- Initial signatories include Ringier Medien Schweiz, NZZ, CH Media, Somedia, Freiburger Nachrichten, and Gammeter Media.
- The agreement is open to all media companies, not just VSM members.
- The code will be reviewed every two years.
Connected Companies & Entities
3 Entities mapped“Initial signatory of the code....”
“Initial signatory of the code....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
Swiss Publishers Sign Anti-Plagiarism Code; TX Group Opts Out
The Swiss media association VSM launched a memorandum against unfair text copying in journalism. Ringier Medien Schweiz, NZZ, CH Media, Somedia, Freiburger Nachrichten, and Gammeter Media signed it. The TX Group's publications, including 20 Minuten and Tamedia, declined to participate, arguing that their own editorial guidelines and existing law are sufficient. They also decided to join the international Spur Coalition, which addresses AI use in journalism. This is the second time the TX Group has not supported a VSM initiative, following its refusal to sign the SRG agreement in May 2025.
Swiss Publishers Launch Industry AI Code
The Verlegerverband Schweizer Medien (VSM) and multiple Swiss media organisations have published a sector-wide AI code establishing shared principles for the use of artificial intelligence in journalism. The code emphasizes self-regulation, mandatory transparency and labelling (including deepfakes and fully automated AI content), staff training, protections against AI-generated disinformation around votes and elections, and a two-stage reporting model with company-level reporting units and an independent AI ombudsstelle that issues recommendations and annual transparency reports. The code does not impose formal sanctions. Separately, Wemf announced a new "Responsible AI-Audit" certification and quality label for Swiss media.
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