Strong journalistic integrity is crucial for maintaining credibility. Those who scrutinise society must also be able to withstand scrutiny.

It is important that journalists show due respect when working in the field, in order to retain the confidence of the general public. Trust in the media and its employees is built upon following the rules of professional conduct.

The journalist’s integrity

1. Do not take on journalistic commissions in your professional capacity from people outside the editorial management group.

2. Do not accept commissions, invitations, gifts, free trips or other benefits – and do not enter into any agreements or other undertakings – that may cast suspicion upon your position as a free and independent journalist.

3. Do not succumb to pressure from outside parties that aims to hinder or restrict legitimate publicity.

4. Do not use your position as a journalist, or your press pass, to apply pressure for your own or someone else’s gain or to obtain private benefits.
 
5. Do not use unpublished news regarding financial circumstances or measures taken by the state, local government, organisations, companies or individuals for your own gain or that of others.

6. Observe the regulations of the journalism convention, which state that employees may not be ordered to write against their convictions or carry out degrading tasks.

Acquisition of material
7. Meet reasonable requests from interviewees who want to know in advance how and where their statements will be used.

8. Show particular consideration to inexperienced interviewees. Inform the interviewee whether the conversation is intended for publication or only for information purposes.

9. Do not falsify interviews or images.

10. Show due respect when on photographic assignments and when obtaining pictures, especially in connection with accidents and crimes.

11. Observe copyright rules regarding text, images and sound.

12. Name the source when an account is based largely on someone else’s information.


Comments on part II
In this section, the instigators of these rules wish to provide guidance for journalistic fieldwork and editorial departments when problems arise that are not covered or are only partially covered by the law, collective agreements or other parts of these ethical rules for the mass media.

This section is not only a collection of rules. It is also intended to stimulate a continuous debate within the journalist corps on ethical issues relating to the profession. The rules do not profess to cover all the situations a journalist may meet in the course of his or her work. The rules are aimed at all editorial employees and where applicable also radio, TV and new media journalists.

Membership in the Swedish Union of Journalists means undertaking to follow the rules of professional conduct.

The board of the Swedish Union of Journalists works to ensure that members observe this part of the rules. The union’s committee for professional ethics, YEN, contributes to this work.


GUIDELINES AGAINST EDITORIAL ADVERTISING

It is important to safeguard the credibility and integrity of the media. This requires the media to produce free and independent journalism. Do not allow any suspicions to arise amongst the general public that outside parties can exert undue influence over or manipulate what is published. Ensure that advertising messages are not confused with editorial material.

Checklist against editorial advertising:

Be particularly vigilant in the following situations:

– When outside parties offer ideas and suggestions for material that are connected to remuneration of some kind

– When offers are made regarding trips and benefits that are free or heavily subsidised

– When a promise to provide publicity is requested in advance

– When products/services are presented in consumer information material. Make it clear how the selection took place, how the products/services were compared or tested and that the editorial department is behind it. Aim for diversity in such information so that no undue preference is shown.

– When outside parties, such as PR agencies, lobbyists, researchers, companies, authorities or organisations, contribute information. This is particularly pertinent within areas in which the law restricts the right to publish advertisements, for example for pharmaceuticals, tobacco, alcohol and advertisements aimed at children

– For publicity regarding companies’, organisations’ or authorities’ activities, products or other events, so that no undue preference is given

- For publicity regarding one’s own sales of goods and services and one’s own activities

– When events are carried out in co-operation with outside parties so that, where relevant, with whom the collaboration is taking place and the prerequisites for the collaboration are clear

– When products or brands are exposed in contexts that may be regarded as product placement.