National strategy

BiH does not have a unified national law or strategy specifically dedicated to media and information literacy or the safe use of digital media. While there is no subject titled “media literacy” in primary school curricula, some related topics are addressed through language (Bosnian/Croatian/Serbian), computer science, and human rights education in secondary schools.

More broadly, BiH has adopted a Law on Communications (Official Gazette of BiH, No. 31/03, 75/06, 32/10, 98/12, and 45/17), which governs electronic communications, including broadcasting and audiovisual media services. Media-related matters are largely governed through entity-level legislation and regulatory bodies.

The BiH Ministry of Communications and Transport is the state-level body responsible for communication policy, including oversight of telecommunications, digital infrastructure, and media. Within its remit, it liaises with domestic and international partners on issues relevant to media development.

The Communications Regulatory Agency is an independent regulatory body established under the Law on Communications. It supervises the licensing, monitoring, and regulation of audiovisual media and broadcasting services, including adherence to professional standards and protection of minors in the media space.

Additionally, the Press Council in BiH serves as a self-regulatory body for print and online media. It monitors ethical standards and addresses public complaints related to journalistic integrity and freedom of expression. Its decisions are non-binding and rely on voluntary compliance from media outlets.

Media literacy and online safety through formal education

The Ministries of Education of the Sarajevo Canton have been successfully cooperating with the Faculty of Political Sciences of the University of Sarajevo for a number of years on the development and implementation of media and information literacy in educational institutions in the area of the Canton of Sarajevo. 

The Sarajevo Canton remains the only jurisdiction with a formal MIL policy. In 2022, the Cantonal Government adopted the Strategy for the Development of Media and Information Literacy in the Education System, including action plans for integration into education and awareness-raising measures.

To enhance media literacy in BiH, the Agency for Preschool, Primary and Secondary Education implemented activities under the ERASMUS+ EPALE programme (Electronic Platform for Adult Learning in Europe), co-funded by the European Union. In cooperation with partners from Croatia, Serbia, Slovenia, and Montenegro, the Agency developed a Programme for Acquiring Core Media Literacy Competences and an accompanying Training Manual.

The Faculty of Political Science of the University of Sarajevo, through academic, interdisciplinary, and pedagogical research, is developing a strategic framework for integrating media and information literacy (MIL) into both formal and non-formal education. This approach is based on principles of feasibility and sustainability. The activities resulted in the development of human capacities, methodologies, educational materials, a network of key stakeholders, and a strategic concept to address digital transformation challenges through MIL.

A central component of the hybrid multi-component MIL integration model is the school library, positioned as an information hub and strategic resource for media and information literacy education for students, teachers, and parents. As schools do not currently implement standalone MIL programmes or standards, enhancing the role and function of school librarians—based on the UNESCO MIL Curriculum—is considered a strategic opportunity for developing professional competences. This is particularly relevant given the direct link between librarianship and learning support processes, and the alignment of MIL objectives with lifelong learning goals.

Modern school libraries are viewed as essential components of the information society—serving as multimedia centres, digital resource hubs, and information access points. Their systemic role could ensure continuous support for 21st-century learning outcomes, provided they are formally recognized and integrated into education policy frameworks.

Promoting media literacy and online safety through non-formal and informal learning

In BiH, media literacy and online safety are primarily promoted through non-formal and informal learning, implemented by civil society organisations, youth centres, and projects supported by international donors. Despite the absence of a national strategy or coordinated framework, numerous initiatives target youth and youth workers to enhance critical thinking, safe digital engagement, and resilience to online risks such as misinformation, cyberbullying, and digital exploitation.

Key activities include:

• Peer-to-peer education and workshops implemented by youth NGOs across the country, focusing on fact-checking, responsible use of digital platforms, and the development of media literacy skills.
• International projects and youth mobility programmes that incorporate digital safety and media education components.
• Public awareness campaigns—delivered in collaboration with local authorities or international actors—which utilize interactive tools such as social media quizzes, educational videos, and infographics to engage young people.

These initiatives are largely donor-dependent, vary in scale and reach, and lack systematic monitoring or evaluation mechanisms to assess long-term outcomes.

A notable example is the ongoing media literacy project implemented by the PRONI Center for Youth Development, which involves the development of an educational board game designed by young people. The game aims to strengthen users’ ability to recognize misinformation by simulating the roles of content creators and journalists, thereby helping players understand how deceptive information is generated and how to critically evaluate online content.

The project is implemented with the support of the regional SMART Balkan initiative – Civil Society for a Connected Western Balkans, led by the Center for Civil Society Promotion (CPCD), the Center for Research and Policy Making (CRPM), and the Institute for Democracy and Mediation (IDM), and funded by the Ministry of Foreign Affairs of the Kingdom of Norway.

In addition to educational activities, the project includes a research component aimed at identifying key challenges related to media literacy and the recognition of disinformation in BD of BiH. The findings and analysis of this research will be used to develop educational tools (such as card sets or board games) to enhance media and information literacy among youth—not only in BD and other parts of BiH, but also across the broader Western Balkan region.

To further strengthen these efforts, stakeholders continue to advocate for the institutionalisation of media literacy and digital safety within youth policies and educational strategies at all governance levels.

Raising awareness about the risks posed by new media

In BiH, several awareness-raising initiatives have been implemented to promote ethical media consumption, combat misinformation, and strengthen online safety among young people:

• The Press Council in BiH actively promotes ethical journalism and responsible media consumption through its platform Pravo da znam ("Right to Know"), with a particular focus on youth audiences. The platform provides accessible information about media rights, complaint mechanisms, and the importance of verifying sources.
• #NeVjerujNaPrvu ("Don’t Trust at First Glance"), launched by the NGO Zašto ne and its fact-checking platform Raskrinkavanje.ba, is a multimedia campaign combining online and offline outreach. It includes educational videos, infographics, interactive quizzes, and social media content designed to highlight the risks of superficial media engagement and the spread of misinformation.
• "Klik za sigurnost" ("Click for Safety"), coordinated by UNICEF BiH, is an educational campaign focused on online safety for children and youth. It provides practical guidance for parents, educators, and young people on how to identify and respond to online threats, such as cyberbullying, digital exploitation, and privacy breaches.
• Fact-checking workshops, organised by Raskrinkavanje.ba and the Center for Democratic Transition (CDT), have been delivered in secondary schools and universities across BiH. These workshops aim to build critical media literacy skills by teaching students how to detect disinformation, understand manipulation techniques, and engage responsibly with digital content.

These initiatives contribute to increasing media literacy awareness through non-formal education and public campaigns, demonstrating the important role of civil society and international partners in equipping young people with tools to navigate the digital environment more safely and critically.