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To advance in their European integration path, Western Balkan candidate countries must ensure media freedom and pluralism. For Montenegro and North Macedonia, this means moving beyond formal commitments and proving through concrete actions that democratic reforms are more than words on paper
A couple of weeks ago, European Commission President Ursula von der Leyen visited Western Balkan candidate countries ahead of the publication of the 2025 Enlargement Package and country reports, in which the Commission evaluates each state’s progress in aligning with EU norms and standards.
Among the different topics covered during her visit, von der Leyen emphasized that media freedom and pluralism are key prerequisites for moving forward in the EU integration process.
On 20 October, partners from the Media Freedom Rapid Response (MFRR) and the Transnational Advocacy for Freedom of Information in the Balkans (ATLIB) project hosted a webinar to discuss recent developments in the region’s media sector, focusing on Montenegro and North Macedonia. Opening the event, Embassy Counselor Thomas Botzios from the Adriatic and Balkans Unit of the Italian Ministry of Foreign Affairs and International Cooperation underlined the importance of building transnational ties with Balkan partners to promote free and independent media and ensure that democratic standards are upheld by all candidate countries.
The situation of media freedom in the region remains complex and contradictory, noted Maja Sever, President of the European Federation of Journalists. While progress has been made — such as Montenegro’s new protocol to enhance journalist safety — serious concerns persist. Disinformation, foreign information manipulation, political pressure, economic fragility, the weakness of local media markets, and the under-regulation of online media all continue to pose major challenges.
Although these problems are common across the region, each country faces specific issues that require tailored responses adapted to local political contexts.
In Montenegro, structural weaknesses continue to undermine the independence and freedom of many media outlets, especially at the local level. Poor socio-economic conditions make journalism a fragile profession, increasingly exposed to smear campaigns — often online — and to abusive lawsuits designed to silence critical voices. This phenomenon, known as SLAPPs, is finally beginning to receive more attention in Montenegro’s media landscape.
Another pressing concern is the lack of independence of the public broadcaster, which remains entangled in clientelist relationships that severely limit its capacity to operate in the public interest, as highlighted by Olivera Nikolic from the Montenegro Media Institute.
In North Macedonia, the pace of reform remains slow. “We have made some progress, but the ultimate goals are still distant,” said Zoran Richliev from the Metamorphosis Foundation. The country’s media market is small and highly fragmented, making media outlets susceptible to external political and economic pressures. State financing and advertising continue to reflect strong political control over the media, fostering clientelism and corruption.
While there have been some positive steps — such as improving journalist safety and amending the criminal code to recognize attacks on journalists as attacks on public officials — alignment with European standards remains incomplete. One of the most troubling practices is state budget-paid political advertising during election campaigns, which distorts the media market and undermines editorial independence.
From a broader regional perspective, and in light of the EU accession process, there is still significant room for improvement. While candidate countries can look to EU member states for guidance in implementing European norms, the exchange should not be one-way. Member states, too, face threats to media freedom and challenges in applying newly adopted regulations. In this context, transnational advocacy represents a valuable tool.
Referring to the implementation of the European Media Freedom Act in Croatia, Maja Sever stressed the importance of joint efforts — sharing knowledge, strategies, and actions — to ensure proper enforcement of standards and full accountability from decision-makers.
Ultimately, as OBCT collaborator Massimo Moratti reminded participants, media freedom can only be guaranteed when the broader rule of law functions effectively, e.g. when an independent judiciary is able to enforce the law and hold political power accountable. Adopting new laws is not per se sufficient to enhance media freedom. Those laws need to be implemented as well.
Building transnational partnerships between the EU and the Western Balkans is essential to keep attention focused on media freedom at a time when democracy across Europe faces mounting threats and backsliding. While legislative progress should be welcomed, it is time for change to become visible on the ground. Achieving this will require a coordinated, multi-level effort involving all relevant stakeholders, both in candidate countries and within the EU itself.
This publication is the result of activities carried out within the Media Freedom Rapid Response co-funded by the EU and within ATLIB – Transnational Advocacy for Freedom of Information in the Western Balkans, a project co-funded by the Italian Ministry of Foreign Affairs and International Cooperation. All opinions expressed represent the views of their author and not those of the co-funding institutions.