Faced with what has been often described as the world’s most resourceful and sophisticated terror organization, Iraq’s news media outlets have stumbled in how to cover the Islamic State (IS). The country’s news media appear to have unwillingly assisted IS in disseminating some of its gruesome propaganda releases, thus enabling it to achieve broader reach and possibly even impact.

IS brutality and its dramatic expansion in Iraq over the last couple of years has posed a major challenge for Iraqi media outlets. Is covering the group’s activities a legitimate public service or an extension of its own jihadi propaganda?

While media editors and managers at major Iraqi news outlets are aware of the ethical debate surrounding the use of propaganda materials by terrorist groups, and especially graphic content, a combination of political agendas and lack of rigorous editorial oversight appear to hamper the translation of that knowledge into practice.

“IS media products are a new and grave challenge for the Iraqi media,” Ali al-Sarayi, the editor-in-chief of Iraqi Media House, an organization that monitors Iraqi media outlets' performance, told Al-Monitor. “Iraqi media has to craft a new language and a new strategy to confront IS propaganda and its big media machine.”