IWA 44:2025

Global Media Identifier (GMI) for distribution channels and brands

Scope

This document provides requirements and recommendations for the structure and associated metadata to be included and the governance of the Global Media Identifier (GMI) that can be assigned to all media outlets that publish content online. The identification of material or physical objects is out of scope of this document.
This document also considers the GMI’s technical infrastructure and its practical implementation. It is a neutral, non-judgemental numbering or naming convention, not a certification scheme. This document does not include any provisions for the assessment of online content, e.g. as regards its trustworthiness, quality, or an outlet’s conformance with journalistic standards.