The Albanian Audiovisual Media Authority (AMA) has published its Annual Report for 2025, outlining regulatory activity, market developments, and steps toward alignment with European media standards. The report reflects increased institutional activity and engagement with key reforms, but also points to persistent structural challenges affecting media governance, transparency, and the broader media environment.

AMA continued its monitoring and enforcement role throughout 2025, overseeing audiovisual content, advertising practices, and compliance with legal obligations. The report notes a high number of public complaints, mainly related to privacy, ethics, and content standards.

While enforcement measures were applied, including warnings and fines, the report indicates that most cases did not result in strong sanctions. This raises questions about the overall effectiveness and deterrent impact of enforcement mechanisms in addressing recurring violations.

Progress was reported in improving transparency of media ownership, including the development of a database on ownership structures of licensed audiovisual operators. However, the report shows that available data remains largely descriptive and limited to the audiovisual sector.

AMA monitored institutional advertising and acknowledged the need for improved regulation in this area. The report underlines the absence of clear rules governing the allocation and transparency of public advertising funds, an issue with potential implications for media independence and fair competition.

The report recognizes the ongoing shift toward digital media consumption and the growing importance of online platforms. However, regulatory frameworks and oversight mechanisms remain focused primarily on traditional broadcasting.

Efforts to align with the EU’s Digital Services Act (DSA) are still at an early stage, with activities largely focused on capacity-building and consultations rather than on concrete implementation.

AMA participated in initiatives related to journalists’ safety and contributed to discussions on legal reforms. However, the report provides limited data on threats, pressures, or working conditions affecting journalists in practice.

The report reflects ongoing efforts to align Albania’s media regulatory framework with EU standards, including the Audiovisual Media Services Directive (AVMSD) and the European Media Freedom Act (EMFA). While progress is noted in policy orientation and institutional preparation, implementation remains partial.