Section 3

3.0. Ethical Conduct

Good journalism requires decent conduct that conforms to acceptable social norms, values and ethical codes; it also requires that journalists are well resourced and are able to act independently of the subjects of their reports.

Accordingly:
3.1. Integrity

The Responsibilities of Journalists
3.1.1. A journalist shall NOT solicit or accept bribes or make other pecuniary demands from parties and candidates to publish or suppress reports;

3.1.2. A journalist shall NOT express personal opinion as facts in reports;

3.1.3. A journalist shall NOT use or display any insignia of candidates and parties in the course of professional duty;

The Responsibilities of Media Organizations
3.1.4. A media organisation shall respect and abide by the confidentiality of sources;

3.1.5. A media organisation shall provide adequate resources for journalists to independently report activities of parties and candidates;

3.1.6. A media organisation shall strive not to publish or air news and analyses that are one-sided.

3.2. Credibility

The Responsibilities of Journalists
3.2.1. A journalist shall use investigative methods and instruments to ensure factual and accurate reporting of electoral processes;

3.2.2. A journalist shall have the duty to verify the facts and information contained in press releases and media briefings;

3.2.3. A journalist shall not distort or deliberately misrepresent the facts of a political or electoral issue;

3.2.4. A journalist shall avoid the publication of fake news and refrain from disseminating or further disseminating misinformation or disinformation.

The Responsibilities of Media Organisations
3.2.5. A media organisation shall at all times uphold the right of reply to issues in election reports and programmes;

3.2.6. A media organisation shall promptly correct any inaccurate, misleading or false information with the same prominence as the original report.

3.3. Opinion Polls

The Responsibilities of Journalists
3.3.1. A journalist shall ensure due diligence and exercise restraint in reporting the findings of election opinion polls and take care to clearly state the context, particularly:

• Those who commissioned and conducted the poll;
• The methodology used in conducting the poll;
• The specific questions that were asked;
• The number and diversity of people interviewed; and
• The limitations and margin of error of the poll.

The Responsibilities of Media Organisations
3.3.2. A media organisation shall make use of scientific methodologies in conducting election opinion polls. They should also clearly state the context, particularly:

• The specific questions that were asked;
• The number and diversity of people interviewed;
• The limitations and margin of error of the poll.

3.4. Endorsements

The Responsibilities of Media Organisations
3.4.1. A government-owned media organisation shall not endorse political parties or candidate(s) for particular office(s).

3.4.2. A private media organisation that endorses candidate(s) for particular office(s) shall ensure that the endorsement does not affect its commitment to the balanced coverage of parties and candidates contesting elections.

3.5. Political advertisement

The Responsibilities of Media Organisations
3.5.1. A media organisation shall clearly identify political adverts and advertorials. They should refrain from presenting them as independent news or opinion of the organisation;

3.5.2. A media organisation shall not publish or air political adverts, advertorials and sponsored political news capable of inciting hatred or violence.

3.5.3. A media organisation, particularly a government-owned or controlled medium, shall not reject advertisements or advertorials by any political party and candidate in elections or otherwise deny any political party or candidate the opportunity to place paid advertisements.