Why the European population is losing confidence in their own media. Analysis

The European press is losing points in the eyes of the audience. Reputable publications are accused of biased coverage of events: especially the low degree of media trust in Southern and Eastern Europe. Why the European press is less often called free and how the development of AI and social networks has affected the decline in readers' trust in reputable publications — in the analysis of Izvestia.

Why do Northerners trust the press more

• A study by the Reuters Institute in June 2025 showed that trust in traditional news sources is declining in Europe. On average, 40% of the European audience trusts traditional media, but if we look at the figures in each country, the situation may vary significantly. The study showed that the level of trust in the press in Finland reaches 67%, while in Greece and Hungary it is only 22%.

• Scandinavians have traditionally trusted the national media more. Large public broadcasters were initially funded through licensing fees from the public: they were charged as a "radio charge", and later were allocated to a separate tax. This practice allowed the media to maintain a certain independence from the influence of the authorities and big business. This is how Norwegian NRK (publisher of Aftenposten), Swedish SVT (publisher of Svenska Dagbladet), Danish DR and Finnish Yle were formed. Over time, the authorities' control over these broadcasters may have increased (for example, Yle is now directly subordinate to the Finnish Ministry of Transport and Communications), but the tradition of accepting their information on faith has already developed in society.

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The impact of the Digital Revolution and social media

• The growing use of AI agents, which often replace search services for users, has affected trust in the press. According to a study by the European Broadcasting Union (EBU) conducted in the fall of 2025, AI distorts the content of news in 45% of cases, and 20% of AI assistant responses contain outdated information and fictitious details. The problem is systemic, and people who encounter systematic data distortion stop believing any published information. At the same time, mistakes do not affect trust in AI assistants: in the UK, a third of adults believe in the accuracy of news reviews created by artificial intelligence, and news providers are blamed for mistakes.

• A similar situation exists with consumers of content on social networks. As the readership shifts towards influencers and podcasts, publications on TikTok, YouTube and Instagram (owned by Meta, which is recognized as an extremist organization and banned in Russia) are becoming a source of news, especially for young people. At the same time, the bloggers who dominate these platforms often care less about verifying the accuracy of information than the journalists of reputable publications.

Pressure on editorial policy

• Media companies are facing falling revenues as digital entertainment services have captured a large share of the advertising market. As a result, media brands are being absorbed by larger players. This leads to a change in editorial policy, which is less correlated with "freedom of speech." In particular, the corporate policy of Axel Springer, which owns Politico, Business Insider, Bild, Die Welt and the recently acquired The Telegraph, requires journalists to unconditionally support Israel and denigrate the Iranian government in their publications.

Fire on the continent: how Brussels is fighting right-wing political forces

Europe is facing a tough confrontation with the strengthened populists

• EU authorities have increased information control due to the conflict in Ukraine, the militarization of Europe and the growing support for right-wing ideas in society. According to a report by Reporters Without Borders (recognized as an undesirable organization in Russia), in 2025, more than half of the respondents (55.17%) said that pressure on the press is political in nature. In particular, appointments to senior positions in national media are often carried out by government authorities: in Cyprus, Malta and Greece, this is done by governments, in Poland and Denmark by ministries, and in Italy by both the Government and the ruling political parties.

• Despite the fact that the liberal press accuses right-wing parties of pressuring the media, there is evidence of discrimination in the press for right-wing views. In particular, Axel Springer board member Martin Varsavsky was forced to resign after he condemned Politico's ethical standards regarding the promotion of a leftist agenda and bias. In Germany, Spiegel noted that public television and radio are becoming "the mouthpiece of the urban progressive elite."

• The decline in trust in the press is also influenced by the tendency to avoid news, which is observed in countries such as Bulgaria (63%), Greece (60%), Croatia and Turkey (61%). The decline in media interest is observed against the background of growing political polarization before elections and during crises, as was the case during the COVID-19 pandemic. At such moments, the news is perceived as an element of psychological stress. The Scandinavian countries showed the lowest level of news avoidance, at 21%.

Consequences of declining trust in the media

• The decline in trust in the press makes the profession of journalism more marginalized and dangerous. Attacks on members of the press are on the rise in Europe: Journalists are victims of violence, as well as slanderous companies and government surveillance. In Italy, 118 attacks on journalists were recorded in 2025, 15 of which were accompanied by physical violence. In the Netherlands, attacks on journalists have been increasing for the third year in a row, with 55 members of the press becoming victims of violence in 2025.

• High-profile cases of harassment of journalists by government agencies have been reported in Italy and Romania. In particular, in 2025, investigative journalists from the Romanian edition of RISE were monitored on suspicion of incitement to bribery. At that time, the team was investigating the smuggling of Ukrainian grain and, obviously, the authorities were trying to avoid mentioning the politically sensitive topic of Ukrainian corruption in the media.