The European Commission has called on Ukraine to assess the impact of its United News national telethon on media pluralism, citing declining audience reach and public trust despite continued state funding. The recommendations are included in the Commission's 2026 annual report on Ukraine.

The report notes that approximately UAH 1.5 billion was allocated from the state budget to the telethon in 2026, despite falling audience figures and public confidence. The state-owned Rada channel also stopped broadcasting as part of the initiative on January 1, 2026.

The Commission recognized the editorial independence of Ukraine's public broadcaster Suspilne, but pointed out that its 2026 state funding, although increased, remained below the level required by law. Despite financial constraints, Suspilne continued to expand its audience and maintain its reputation through balanced and impartial reporting, the report stated.

The European Commission assessed Ukraine's preparations in the areas of freedom of expression and media freedom as being between some and moderate. It urged the country to continue strengthening a transparent, pluralistic and independent media landscape, emphasizing that restrictions introduced under martial law must respect fundamental public rights, including access to information and media freedom.

The Commission also noted that Ukraine had only partially implemented its previous recommendations, which remain relevant. Its priorities for the coming year include protecting journalists' safety and independence, effectively investigating intimidation and pressure against media professionals, ensuring adequate funding and functional independence for the media regulator, and providing sufficient financial support for Suspilne.

It also stressed that content produced by state-funded media should reflect Ukraine's political and social pluralism.

The latest assessment follows repeated criticism of the United News telethon by the European Commission. In October 2024, the EU executive called on Ukraine to restore a pluralistic media environment, while its 2025 report urged the country to reassess the initiative no later than the eventual lifting of martial law.

Public attitudes have also shifted significantly. According to the sixth annual Ukrainian Media Literacy Index study conducted by Detector Media, positive attitudes toward the telethon format fell from 45% to 18% between 2020 and 2025. Around 30% of Ukrainians currently watch its broadcasts.