Amber Alerts

Amber Alerts were established by a group of broadcasters to locate abducted children by facilitating quick collaboration between law enforcement and the news media. While verifying information and protecting the privacy of juvenile crime victims are fundamental news standards, successful Amber Alert outcomes require speed-to-broadcast and details about the victim. To that end, this is what news organizations should consider when making decisions about Amber Alert coverage:

News managers should meet with the state or local agency charged with the responsibility of issuing Amber Alerts. Broadcasters should have an understanding of the criteria agencies will use and understand how and when Amber Alerts are issued in their area.

States, districts and territories have different criteria for issuing Amber Alerts. Newsrooms should be aware of their region’s statutes or rules with regards to these alerts, and how they are delivered to news agencies. Each station should establish its own criteria for determining whether and/or how to broadcast them.

Amber Alert messages should be brief, clear and concise, focusing on the information the public would need to identify the child or suspect. That might include key details like the victim’s name, age, gender and a physical description, including last known clothing. It also might include information about potential suspects, including if they are a registered sex offender, as well as vehicle description and license plate. Every effort should be made to use a photograph.

News organizations should also have a clear policy for what to do when a child is located and the alert is canceled. As all Amber Alert subjects are minors and most are victims of crimes, policies should consider how to protect the privacy of the child, while being transparent with the audience. This might include immediately ceasing to broadcast the name, photo and any other identifying details, while updating the audience on the outcome of the search. In particular, digital versions of stories (websites, YouTube, social, etc.) should be considered, as they can have a much longer life. If identifying details are removed from digital versions of stories and social posts, they should be replaced with a note explaining what was changed and why. The note could include an explanation of what Amber Alerts are and how the news media plays a role in sharing. 

News managers and producers should determine if their continued participation in broadcasting a particular Amber Alert is beneficial. 

Revised and approved November 24, 2025