New code of ethics proposed for SA online media

·9 Mar 2015

The Interactive Advertising Bureau South Africa (IAB) has entered into discussions with the South African Press Council to explore the viability of a cross-platform news media code of ethics and voluntary editorial content regulatory system.

The envisaged code would apply to news content across both print and online publications.

The IAB represents more than 96 local online publishers and 93 creative, media and digital agencies.

Discussions about the need for a cross media code of conduct began last year and have included the South African National Editor’s Forum (Sanef), the Press Council, the IAB and broadcast role players.

The aim is to ensure that media outlets report in a fair and ethical manner that protect vulnerable groups, particularly children, and that people who feel aggrieved by news reporting on any platform would know where to turn.

These bodies have set up a working group to investigate the establishment of a voluntary regulatory regime across media platforms that will cover newsrooms’ editorial content, their social media activities and their handling of user-generated content on their platforms.

Broadcast complaints are dealt with by the Broadcast Complaints Commission of SA (BCCSA), operating in terms of Icasa and broadcast legislation, which does not cover broadcasters’ online services.

As a result primarily of significant legislative obstacles, it is unlikely that traditional broadcast media would fall within the ambit of the proposed cross-platform regulatory system, the IAB said.

On a related note, the Film and Publications Board last week formally introduced its proposed policy to regulate online content, a copy of which also appeared in Thursday’s Government Gazette.