The Balkan Troll of the Month is an individual, a group of individuals or a media outlet that spreads hate based on gender, ethnicity, religion, or other diversity categories. The Balkan Troll is selected based on hate speech incidents identified across the Western Balkan region.

During the month of August, Kosovar media outlet Sinjali published a video showing a young person standing in front of two police officers and several other people. At one point, the individual attempted to take their own life in front of those present. The police officers reacted quickly. According to the outlet’s report, the person survived the suicide attempt.

Following the incident, Sinjali published the video on its Facebook page with the warning: “Sensitive content. The video is covered so that users can choose whether they want to view it.” However, providing such a warning does not justify publishing footage of a suicide attempt online for the availability of the general public.

A few days later, a girl died by suicide, and the same media outlet went on to publish her photograph, as well as information about where she was from, her age, and her full name. Citing its sources, the outlet also reported details about the method of her death. This is not only a breach of professional standards but can also be harmful, as such reporting can contribute to imitation and further harm.

Following these incidents, the Association of Journalists of Kosovo, as well as civil society organisations, reacted to what they described as continuous unprofessional reporting and breach of the Code of Ethics by Sinjali. Furthermore, a protest was also held, called for by the organisation Linja e Jetës (Life Line), the only centre in Kosovo dedicated to suicide prevention and emotional support.

Publishing videos of suicide attempts or photos alongside personal data about people who have died by suicide is extremely harmful and unprofessional. Such information and graphic imagery can be extremely disturbing to audiences especially people who have lost loved ones to suicide or those who have experienced suicidal thoughts. Furthermore, publishing such information goes against all ethical codes by sharing private information and photos in an effort to sensationalise a story. The media has a professional and ethical responsibility to report on cases of suicide in a manner that adheres to by all codes and journalistic standards.

Responsible journalism has the power to save lives. By treating suicide as a public health issue rather than an isolated tragedy, omitting identifying details and private information, focusing on the broader phenomenon and mental health protection rather than individual cases, and always including support contacts alongside stories of recovery, media professionals can help prevent further loss of life rather than inadvertently contribute to it. The responsibility lies with journalists to report with care, accuracy, and compassion, because the way we tell these stories matters just as much as whether we tell them at all.