D4M (DEDA for Media) was developed by Data School at Utrecht University in a collaboration with DPG Media. The project builds on the existing Data Ethics Decision Aid (DEDA) and adapts it to the specific challenges and ethical questions that media organizations face with AI and data projects. We make the tool available for free on this website.

In the course of a project’s development, D4M serves as a “productive slowdown” that, if applied early and judiciously, can forestall serious missteps and mitigate projects that can harm an organization’s reputation and mission (as well as public trust).

Data School focuses on promoting responsible data practices and strengthening digital-ethical competencies within organizations. By offering tools like D4M, we aim to support organizations in making informed decisions that unite technological innovation with social responsibility.

We also offer guidance and education support to help adapt and implement D4M within your organization. For more information about Data School and our projects, visit our website or contact us.