EU Commission publishes guidelines on platform obligations under European Media Freedom Act

The European Commission has adopted implementation guidelines for Article 18 of the European Media Freedom Act, outlining how very large online platforms should apply safeguards for recognised media content.

Article 18, which has been in force for six months, requires platforms to put in place mechanisms allowing media service providers to self-declare their status. The newly published guidance aims to translate the legal obligations into practical and operational steps.

According to the Commission, self-declaration mechanisms should be clearly visible and easily accessible within platform interfaces, with prominent features linked to media accounts. Platforms are encouraged to actively promote the availability of the process, ensure it is accessible in all EU languages, and use standardised questionnaires to streamline submissions.

The guidance further recommends allowing media organisations to include multiple accounts within a single submission, providing automated acknowledgements with clear contact points, and enabling updates or withdrawals of declarations. These measures are intended to improve transparency and reduce the risk of unilateral content moderation decisions affecting recognised media providers.

The European Broadcasting Union welcomed the clarification but indicated that some major platforms have been slow to implement the required mechanisms, limiting media organisations’ ability to rely on the new protections.

The Commission states that the guidelines support the broader objective of the EMFA to rebalance the relationship between platforms and media organisations by addressing opaque moderation practices.