Technology should empower people, not put them at risk.

Deepfakes and misleading content

AI can generate or alter photographs, video and audio. A convincing appearance is not proof that a recording is genuine.

• Check the original source and publication date.
• Look for independent, reliable confirmation.
• Be cautious before sharing shocking content.
• Remember that visual clues alone are not conclusive.

Voice cloning and impersonation

Synthetic audio may imitate a family member, colleague or public figure. Scammers can use urgency and emotion to pressure people into acting quickly.

• Pause when a caller demands urgent payment.
• Call the person back using a trusted number.
• Agree a verification phrase with trusted contacts.
• Never rely on a familiar-sounding voice alone.

Privacy, consent and online scams

Personal photographs, recordings, documents and account details can be misused. Think carefully before sharing sensitive information with websites or AI tools.

• Use unique passwords and multifactor authentication.
• Check website addresses before signing in.
• Review privacy settings and app permissions.
• Get appropriate consent before sharing someone's image or voice.

Responsible AI and human judgement

AI can assist with research, creativity and accessibility, but it can also produce errors, reproduce bias and expose sensitive information.

• Verify important claims against reliable sources.
• Disclose AI use where it is relevant to the audience.
• Protect confidential and personal information.
• Keep meaningful human oversight over important decisions.

Make digital content accessible

• Provide accurate captions and transcripts for video and audio.
• Add meaningful alternative text to informative images.
• Use readable text, sufficient contrast and clear navigation.
• Support keyboard access and screen readers.
• Offer information in plain language where appropriate.
• Respect individual communication and sensory needs.

Representation with dignity

Disabled people should be represented as individuals with their own identities, skills, ambitions, experiences and voices — not reduced to stereotypes or inspirational storylines.

• Include disabled people in editorial decisions.
• Seek informed consent for interviews and imagery.
• Respect privacy, autonomy and preferred terminology.
• Pay contributors fairly where applicable.
• Consider accessibility throughout production, not just at publication.

Accessible AI and assistive technology

Speech-to-text, text-to-speech, image descriptions and other assistive tools may help people access information or express themselves.

These tools are not equally effective for everyone. Test them with intended users, check their output and provide alternatives when technology fails.

Creative opportunities for disabled people

Access to creative work should be supported through inclusive recruitment, reasonable adjustments, accessible training and opportunities to build real skills and experience.

• Journalism, writing and digital publishing.
• Photography, video editing and production.
• Music, sound and podcast creation.
• Graphic design, animation and digital art.
• Media research, administration and project support.

Employers and creative organisations can help by offering clear instructions, accessible equipment, appropriate support and fair ways to demonstrate skills.