Artificial intelligence transforms the media in many ways and creates new business models. The maximum personalization of media offers fires filter bubble effects and can influence the formation of opinion accordingly. Who guards the guards – what basic ethical principles does artificial intelligence need? At the beginning of April, the EU Commission published ethical guidelines for AI – are these “ethics washing” and “fake ethics” or a solid foundation for the moral machines of the future? What are the implications of the guidelines for the media industry? What are the implications of the European approach for the players in the USA and China?