In July 2005, the ICCO formally
adopted the IPRA Charter on Media Transparency.
PR Agencies affiliated to the ICCO through their member
trade associations expect editorial providers to observe
the following:
Editorial
Editorial appears as a result of the editorial judgement
of the journalists involved, and not as a result of any
payment in cash or in kind, or barter by a third party.
Identification Editorial which appears as a result of a payment
in cash or in kind, or barter by a third party will be
clearly identified as advertising or a paid promotion.
Solicitation. There should be no suggestion by any journalist
or members of staff of an editorial provider, that editorial
can be obtained in any way other than through editorial
merit.
Sampling
Third parties may provide samples or loans of products
or services to journalists where it is necessary for such
journalists to test, use, taste or sample the product
or service in order to articulate an objective opinion
about the product or service. The length of time required
for sampling should be agreed in advance and all loaned
products or services should be returned after sampling.
All resulting published reports should state clearly that
the product or service was provided for the purpose of
the test.
Policy statement
Editorial providers should prepare a policy statement
regarding the receipt of gifts or discounted products
and services from third parties by their journalists and
other staff. Journalists and other staff should be required
to read and sign acceptance of the policy. The policy
should be available for public inspection.
Definitions:
•
Editorial means print
or electronic publication; radio, television, web
or other transmission.
•
Journalist means the person creating
the editorial.
