Impress has today launched a public consultation on the Impress Artificial Intelligence (AI) Guidance that is intended to provide a framework for how AI tools can be used by publishers and their journalists in a way that is consistent with the requirements of our Standards Code and Guidance. 

Whether you are an Impress member, publisher, stakeholder or member of the public, we want to hear from you.  

If you wish to respond to this consultation, please submit your feedback by completing this online form by 11 February 2025.

As Artificial Intelligence (AI) continues to grow and become a significant tool in the news content creation and consumption process, it is important that we recognise the need to label AI-generated content and ensure that trust in journalism is prioritised over rapid churning of news for consumption. 

This Impress best practice note has been written to highlight the common pitfalls of AI and to help publishers consider whether to adopt AI tools into their workflows. 

Any use of AI tools in a newsroom requires the balancing of human editorial judgement with machine efficiency to tell the stories that really matter. This is why we are opening this consultation for public feedback.    

After an extensive comparative analysis of various existing AI policies in the journalism sector (spanning the UK, US and other international news outlets), as well as global initiatives, agencies and regulatory codes, Impress consulted with experts in natural language processing and the regulation of AI content to create the first draft of our AI best practice note for publishers. 

Your response to this consultation is crucial as it will help shape the guidance in a way that is reflective of the diverse needs, expectations and concerns of the multiple stakeholders engaging with it in the future. 

If you have any further thoughts or questions, feel free to reach out to us at info@impressorg.com. Together, we can ensure that journalism continues to serve the public with integrity and transparency. 

Media enquiries

Louie Chandler: louie@impressreg.org.uk / 02033076778

About Impress 

Impress is a champion for news that can be trusted. We are here to make sure news providers can publish with integrity; and the public can engage in an ever-changing media landscape with confidence. We set the highest regulatory standards for news, offer education to help people make informed choices and provide resolution when disputes arise.