Rules on Publicity

Provide accurate news

1. The role played by the mass media in society and the trust of the public of these
media call for accurate and objective news reporting.

2. Be critical of news sources. Check facts as carefully as possible in the light of the
circumstances even if they have been published earlier. Allow the
reader/listener/viewer the possibility of distinguishing between statements of fact and
comments.

3. News bills, headlines and introductory sections must be supported by the text.

4. Check the authenticity of pictures. See to it that pictures and graphical illustrations are
correct and are not used in a misleading way.

Treat rebuttals generously

5. Factual errors should be corrected when called for. Anyone wishing to rebut a
statement shall, if this is legitimate, be given the opportunity to do so. Corrections and
rebuttals shall be published promptly in appropriate form, in such a way that they will
come to the attention of those who received the original information. It should be
noted that a rebuttal does not always call for an editorial comment.

6. Publish without delay critical rulings issued by the Swedish Media Council in cases
concerning your own newspaper.

Respect individual integrity

7. Consider carefully any publicity which could violate the privacy and integrity of
individuals. Refrain from such publicity unless the public interest obviously demands
public scrutiny.

8. Exercise great caution in publishing information about suicide and attempted suicide,
particularly with regard to the feelings of relatives and in view of what has been said
above concerning the privacy and integrity of individuals.

9. Always show the greatest possible consideration for victims of crime and accidents.
Consider carefully whether to publish names and pictures out of respect for the
victims and their relatives.
 10. Do not emphasize ethnic origin, sex, nationality, occupation, political affiliation,
religious persuasion or sexual disposition in the case of the persons concerned if this
is not important in the specific context or is demeaning.

Exercise care in the use of pictures

11. Whenever appropriate, these rules also apply to pictures.

12. Montage, electronic retouch and captions should be handled in such a way as not to
mislead or deceive the reader. Whenever a picture has been altered through montage
or retouch this should be stated. This also applies to such material when it is filed in
picture libraries.

Listen to each side

13. Offer persons, who are criticized in a factual report, the opportunity to reply instantly
to the criticism. Aim at presenting the views of all parties involved. Bear in mind that
the sole objective of filing complaints of various kinds with various bodies may be to
cause harm to an individual.

14. Remember that, in the eyes of the law, a person suspected of an offence is always
presumed innocent until proven guilty. The outcome of a legal case should be
published if it has been previously reported on.

Be careful with naming

15. Show careful consideration to the harmful consequences that might ensue for persons
if their names are published. Refrain from publishing names if it might cause harm
unless it is obviously in the public interest.

16. In case a person´s name is not published, also refrain from publishing a picture of that
person or details on occupation, title, age, nationality, sex, etc, which could enable
identification.

17. Bear in mind that the entire responsibility for publishing names and pictures rests with
the publisher.

Print
The MIB (Information Wing) regulates print
media in India. The Press and Registration of
Books Act 1867 and the Registration of
Newspapers (Central) Rules 1956 prescribe
the certification and duties of printers and
publishers of news and books. The Press
Council of India, a statutory body, is
responsible for preserving the freedom of
the press, maintaining and improving the
standards of newspapers and news agencies,
etc. Its powers include conducting inquiries
into complaints, inter alia, against
newspapers or news agencies for offending
the standards of journalistic ethics or
professional misconduct by editors or
journalists. The recently released the Central
Media Accreditation Guidelines 2022 (the
CMA Guidelines), which supersede the
Central Newsmedia Accreditation Guidelines
1999, stipulate the eligibility conditions for
accreditation of working journalists. The
CMA Guidelines have attracted significant
criticism for stipulating withdrawal of
accreditation on broad grounds, such as if a
journalist acts in a manner prejudicial to the
country’s security, sovereignty and integrity,
friendly relations with foreign states, or
public order, or if he or she is charged with a
serious cognisable offence.

Films
The Cinematograph Act 1952 regulates the
certification of cinematograph films for
exhibition. The Cinematograph Act, read
with the Cinematograph (Certification) Rules
1983, stipulate the principles guiding
certification of films and categories of
certification. The Cinematograph Act also
established the Censor Board for Film
Certification (CBFC) for the purpose of
sanctioning films. By way of the Tribunal
Reforms Ordinance 2021, the central
government abolished the appellate tribunal
(the Film Certification Appellate Tribunal)
established under the Cinematograph Act.
MIB (the Films Wing) administers
cinematograph films and allied activities.

Broadcasting
The Broadcasting Wing of MIB is in charge of
regulating broadcasting, including cable TV
and FM Radio.
 The Cable Television Networks
(Regulation) Act 1995 (the CTN Act) read
with The Cable Television Networks Rules
1994 (the CTN Rules) regulate the
operation of cable television networks in
India. This includes stipulating
registration and licensing requirements
for cable operators, prescribing a code for
programme and advertisement content
to be broadcasted on cable
television, and stipulating conditions
applicable to broadcasters pertaining to
 the nature and pricing of
channels[JD1] [NS2] . In June 2021, MIB
issued notification of the Cable Television
Networks (Amendment) Rules 2021,
which, inter alia, propose a three-tier
redressal mechanism involving: (1) self-
regulation by the broadcasters; (2) self-
regulating bodies of broadcasters; and (3)
oversight by the central government. The
constitutional validity of the provisions
pertaining to central government’s
oversight have been challenged through
various pleas, which are now pending
hearing before the Supreme Court.
 All Indian and foreign companies are
bound by the Policy Guidelines for
Uplinking of TV Channels from
India (Uplinking Guidelines) and
the Policy Guidelines for Downlinking TV
Channels (Downlinking Guidelines) for
operating news and non-news channels
 in India. The Uplinking Guidelines
primarily stipulate provisions on
licensing, operation, and broadcast of
television channels uplinked in India for
Indian viewers. The Downlinking
Guidelines regulate registration and
licensing for downlinking of foreign TV
channels in India by or through an Indian
entity.
 For radio broadcasting, MIB has issued
the Policy Guidelines for setting up
Community Radio Stations in India, and
the Policy Guidelines on Expansion of FM
Radio Broadcasting Services Through
Private Agencies (Phase-III) (the Private
FM Radio Policy Guidelines). Both the
guidelines stipulate the terms and
conditions of licence, regulation of
content on FM channels, prohibited
activities, etc.
Digital media
Digital media such as online news
publications, online curated content
publishers including OTTs and social media
platforms are regulated under the IT Act read
with the Intermediaries Guidelines. The
Intermediaries Guidelines, inter alia, impose
due diligence requirements on
intermediaries and social media
intermediaries, such as prominently
displaying the user policies, warning users
against the use of illegal or obscene content,
maintaining a robust grievance redressal
mechanism for complaints on or against the
intermediary, etc. The Intermediaries
Guidelines also establish a code of ethics for
news publishers and publishers of online
curated content, although the constitutional
validity of some of these provisions have
been challenged and are pending scrutiny
before the Supreme Court.
One common legislation applicable to the
M&E sector is the Copyright Act 1957, which
recognises all original literary, dramatic,
artistic and musical works, cinematograph
films, sound recordings and computer
programmes as works in which copyright
exists. It, inter alia, identifies the bundle of
rights that constitute a copyright in the
separate classes of works, and stipulates
provisions for the protection and valid
transfer of these rights.
The Bombay High Court (HT FILE PHOTO)
Single-judge Justice Atul Chandurkar, serving
as the "tie-breaker" after a previous split
verdict, ruled that the amendments violated
fundamental rights enshrined in the Indian
Constitution.
Trusted by 117M viewers! Follow HT YouTube
channel for the latest news on India, sports
& more!
"I have considered the matter extensively.
The impugned rules are violative of Article 14
(right to equality), 19 (freedom of speech
and expression) and 19(1)(g) (freedom and
right to profession) of the Constitution of
India," the judge said. The expression "fake,
false and misleading" in the Rules was
"vague and hence wrong" in the absence of
any definition, he added.
The decision followed a split judgment in
January 2024 by a division bench of Justices
Gautam Patel and Dr. Neela Gokhale.
Justice Patel had struck down the provisions,
citing an infringement on free speech, while
Justice Gokhale upheld their validity,
asserting that concerns over potential bias in
the FCUs were "unfounded." Justice Gokhale
said the amendments did not impose any
restrictions on free speech or entail penal
consequences for users.
The 2023 amendments empowered the
government to direct social media platforms
to remove content deemed fake by the
proposed FCUs.
Under the IT Rules, if the FCU comes across
any posts that are fake, false, and contain
misleading facts about the business of the
government, it would flag the same to social
media intermediaries. Once such a post is
flagged, the intermediary has the option of
either taking down the post or putting a
disclaimer on the same. In taking the second
option, the intermediary loses its safe
harbour/immunity and stands liable for legal
action.
The controversial rule, challenged by various
petitioners including stand-up comedian
Kunal Kamra, the Editors Guild of India, and
other media bodies, was viewed as giving
excessive power to the government to
control narratives.
Kamra’s petition argued that the term
“business of the central government” was
too broad and vague, creating a chilling
effect on free speech. He warned that
intermediaries would likely remove flagged
content to avoid penalties, undermining the
platform's safe harbour protections.
Solicitor General Tushar Mehta, representing
the central government, defended the
amendments, arguing they were not
intended to curb criticism or satire but to
counter the spread of false information.
This ruling follows the Supreme Court’s
earlier stay on the notification establishing
the Fact Check Unit under the IT rules.

The Media Ombudsman (MO) is an

independent self-disciplinary body, handling
complaints on the editorial content of
newspapers, magazines, broadcast media and
their websites and social media. MO is the
investigating authority in the process, handles
complaints from individuals who feel unfairly
treated by the media.
The complainant must be personally affected
and identified, (e.g. by name, photo or other
identifiable information) with offensive or
otherwise damaging information about them
and their personal affairs. The complaint must
be submitted within three months’ time from
the publicity.
If the Media Ombudsman finds that a
publication is subject to criticism, the case will
be submitted to the Media Council for review
and decision. If the Media Council decides
that the publication should be criticized for
breaching the media-ethical rules, the
restitution for the complainant is that the
media shall publish a statement of the
decision in the same channels as the original
publication.
The media is also obliged to pay a fee to the
Media Ombudsman. Companies, government
authorities and organizations can also file
complaints. The restitution for such
institutional complaints is the right to respond
or the right of a correction.
How self-regulation works
The self-disciplinary system of the Swedish
media is not based on legislation. It is entirely
voluntary and wholly financed by four press
organisations and four broadcasting
companies: The Swedish Media Publishers’
Association, The Magazine Publishers’
Association, The Swedish Union of Journalists,
The National Press Club, Swedish Radio (SR),
Swedish Television (SVT), Swedish Educational
Broadcasting Company (UR) and TV4.
These organisations and companies are also
responsible for drawing up the Code of Ethics
for Press, Radio and Television in Sweden.
The Swedish Media Council (Mediernas
Etiknämnd, previously Pressens
Opinionsnämnd) was originally founded in
1916 and is the oldest tribunal of its kind in
the world. The Media Council is composed of
four judges, who act as chairmen, 16
representatives from each of the above-
mentioned media organisations, and 12
representatives of the general public who are
not allowed to have any ties to the media
business or to the media organisations.
The Swedish Media Ombudsman, MO,
(previously Allmänhetens Pressombudsman,
PO, established in 1969) is appointed by a
special committee consisting of the Chief
Parliamentary Ombudsman (JO), the
chairman of the Swedish Bar Association and
the chairman of the National Press Club.
Complaints from the public against
newspapers, magazines or the broadcasting
companies are first handled by the Media
ombudsman. The MO is also empowered to
take up matters on his/her own initiative,
provided that the person or persons
concerned are in agreement.
Any interested members of the public can
lodge a complaint with MO against media
items they regard as a violation of good
journalistic practice. But the person to whom
the published piece relates must provide
written consent if the complaint is to result in
formal criticism of the newspaper.
When a complaint is filed, MO’s task is to
ascertain whether it can be dealt with by a
factual correction or a reply from the affected
person, published in the media concerned.
MO may contact the newspaper for this
purpose. If the matter cannot be settled in
this way, the Media Ombudsman may
undertake an inquiry if he/she suspects that
the rules of good journalistic practice have
been violated. He/she will then ask the
newspaper’s editor-in-chief to respond to the
allegations of the complainant. That person
will in his/her turn be offered the opportunity
to comment on the newspaper’s reply.
Complaints must as a rule be filed within
three months of the original publication.
Once the inquiry is concluded, MO has two
alternatives: either (1) the matter is not
considered to warrant formal criticism of the
newspaper, or (2) the evidence obtained is
weighty enough to warrant decision by the
Media Council.
If MO writes off a complaint (option 1) the
complainant may appeal that decision directly
to the Media Council. Nothing prevents the
complainant from taking the matter to a
regular court of law after review by MO and
the Media Council.
To file a complaint with MO is free of charge.
MO also answers queries from the general
public on matters of press ethics.
A newspaper or broadcasting company that
has been found to violate good journalistic
practice is expected to publish the decision of
the Media Council. It shall also pay an
administrative fine.
In recent years, 600+complaints have been
registered annually. Roughly five (5) percent
of the complaints lead to public criticism of
the media by the Media Council. The large
majority of complaints have been written off
for various reasons, e.g. because the
complaints were unsubstantiated, or the
newspaper printed a correction or a reply.
Code of Ethics for Media in Sweden
The press, radio and television shall have the
greatest possible degree of freedom, within
the framework of the Freedom of the Press
Act and the constitutional right of freedom of
speech, in order to be able to serve as
disseminators of news and as scrutinizers of
public affairs. In this connection, however, it is
important that the individual is protected
from unwarranted suffering as a result of
publicity.
Ethics does not consist primarily of the
application of a formal set of rules but in the
maintenance of a responsible attitude in the
exercise of journalistic duties. The code of
ethics for press, radio and television is
intended to provide support for this attitude.
What can the Media Ombudsman review?
The Media Ombudsman can review printed
newspapers and magazines, Swedish
broadcast radio and television, as well as
some online publications, i.e. online
publications that are members of The Swedish
Media Publishers’ Association (TU – Medier
i Sverige) or The Magazine Publishers’
Association (Sveriges Tidskrifter), alternatively
having filed for membership of the Ethical
Press System.
Rules on Publicity
Provide accurate news
1. The role played by the mass media in
society and the trust of the public of these
media call for accurate and objective news
reporting.
2. Be critical of news sources. Check facts
as carefully as possible in the light of the
circumstances even if they have been
published earlier. Allow the
reader/listener/viewer the possibility of
distinguishing between statements of fact
and comments.
3. News bills, headlines and introductory
sections must be supported by the text.
4. Check the authenticity of pictures. See
to it that pictures and graphical
 illustrations are correct and are not used
in a misleading way.
Treat rebuttals generously
5. Factual errors should be corrected
when called for. Anyone wishing to rebut a
statement shall, if this is legitimate, be
given the opportunity to do so.
Corrections and rebuttals shall be
published promptly in appropriate form,
in such a way that they will come to the
attention of those who received the
original information. It should be noted
that a rebuttal does not always call for an
editorial comment.
6. Publish without delay critical rulings
issued by the Swedish Media Council in
cases concerning your own newspaper.
Respect individual integrity
7. Consider carefully any publicity which
could violate the privacy and integrity of
 individuals. Refrain from such publicity
unless the public interest obviously
demands public scrutiny.
8. Exercise great caution in publishing
information about suicide and attempted
suicide, particularly with regard to the
feelings of relatives and in view of what
has been said above concerning the
privacy and integrity of individuals.
9. Always show the greatest possible
consideration for victims of crime and
accidents. Consider carefully whether to
publish names and pictures out of respect
for the victims and their relatives.
10. Do not emphasize ethnic origin, sex,
nationality, occupation, political affiliation,
religious persuasion or sexual disposition
in the case of the persons concerned if
this is not important in the specific
context or is demeaning.
Exercise care in the use of pictures
 11. Whenever appropriate, these rules
also apply to pictures.
12. Montage, electronic retouch and
captions should be handled in such a way
as not to mislead or deceive the reader.
Whenever a picture has been altered
through montage or retouch this should
be stated. This also applies to such
material when it is filed in picture
libraries.
Listen to each side
13. Offer persons, who are criticized in a
factual report, the opportunity to reply
instantly to the criticism. Aim at
presenting the views of all parties
involved. Bear in mind that the sole
objective of filing complaints of various
kinds with various bodies may be to cause
harm to an individual.
14. Remember that, in the eyes of the law,
a person suspected of an offence is always
 presumed innocent until proven guilty.
The outcome of a legal case should be
published if it has been previously
reported on.
Be careful with naming
15. Show careful consideration to the
harmful consequences that might ensue
for persons if their names are published.
Refrain from publishing names if it might
cause harm unless it is obviously in the
public interest.
16. In case a person´s name is not
published, also refrain from publishing a
picture of that person or details on
occupation, title, age, nationality, sex, etc,
which could enable identification.
17. Bear in mind that the entire
responsibility for publishing names and
pictures rests with the publisher.
More on Media Ethics
The code of ethics consists of a set of rules for
members of the press regarding publicist
decisions, it is not legislation. The rules serve
as protection of the individual against
publicity damages, beyond what the legal
system can offer. The Media Ombudsman
adhere to the media ethic rules in their
assessments.
The legal framework concerning publications
in newspapers and magazines are part of the
Freedom of the Press Act
(Tryckfrihetsförordningen, TF). TF gives each
citizen the right to express her/himself in
writing. The law also offers protection for the
individual against defamation in newspapers.
Broadcast media and online newspapers
adhere to the corresponding rules in the
Freedom of Expression Act
(Yttrandefrihetsgrundlagen, YGL). If an
individual considers her/himself to be subject
of slander in media, there is the possibility of
arbitrary prosecution. The Chancellor of
Justice can also prosecute.
Rules of professional conduct
Swedish Union of Journalists
Strong journalistic integrity is crucial for
maintaining credibility. Those who scrutinize
society must also be able to withstand
scrutiny. It is important that journalists show
due respect when working in the field and
that journalists while on duty strive to report
correctly, 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 an 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 or to create
publicity when it is not journalistically
motivated.
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, organizations, companies or
individuals for your own gain or that of
others.
 6. Observe the regulations of the
collective agreements for journalists,
which state that employees may not be
ordered to carry out degrading tasks or
tasks that are contrary to their believes.
Acquisition of material
7. Show particular consideration to
inexperienced interviewees. Inform the
interviewee whether the conversation and
other material is intended for publication.
Be careful to reproduce statements and
other material that non-public figures
publish in social media.
8. Accommodate reasonable requests
from interviewees who want to know in
advance how and where their statements
will be used.
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. Hidden camera and other hidden
recording equipment, when used for the
purpose of publishing, should be used
only in exceptional cases, after careful
consideration and when a journalistic
evaluation has stated that the information
is not available in any other way.
Concerned parties should be informed
that the recording took place and why it
was carried out, before publishing the
information.
12. Respect copyright rules regarding text,
images and sound.
13. State the source when an account is
based largely on someone else’s
information.
Public media are regulated by an independent
broadcasting commission which is part of the
Swedish Press and Broadcasting Authority,
while an independent media ombudsman
handles ethics complaints. Journalistic
sources are legally protected and the principle
of access to public information is one of the
cornerstones of Swedish democracy. However,
amendments to the Constitution aimed at
protecting information in the sphere of
international relations have raised concerns
about possible sanctions against
whistleblowers and journalists who reveal
wrongdoing.
The Media Ombudsman (MO) is an
independent self-disciplinary body, handling
complaints on the editorial content of
newspapers, magazines, broadcast media and
their websites and social media. MO is the
investigating authority in the process, handles
complaints from individuals who feel unfairly
treated by the media.
The complainant must be personally affected
and identified, (e.g. by name, photo or other
identifiable information) with offensive or
otherwise damaging information about them
and their personal affairs. The complaint must
be submitted within three months’ time from
the publicity.
If the Media Ombudsman finds that a
publication is subject to criticism, the case will
be submitted to the Media Council for review
and decision. If the Media Council decides
that the publication should be criticized for
breaching the media-ethical rules, the
restitution for the complainant is that the
media shall publish a statement of the
decision in the same channels as the original
publication.
The media is also obliged to pay a fee to the
Media Ombudsman. Companies, government
authorities and organizations can also file
complaints. The restitution for such
institutional complaints is the right to respond
or the right of a correction.
How self-regulation works
The self-disciplinary system of the Swedish
media is not based on legislation. It is entirely
voluntary and wholly financed by four press
organisations and four broadcasting
companies: The Swedish Media Publishers’
Association, The Magazine Publishers’
Association, The Swedish Union of Journalists,
The National Press Club, Swedish Radio (SR),
Swedish Television (SVT), Swedish Educational
Broadcasting Company (UR) and TV4.
These organisations and companies are also
responsible for drawing up the Code of Ethics
for Press, Radio and Television in Sweden.
The Swedish Media Council (Mediernas
Etiknämnd, previously Pressens
Opinionsnämnd) was originally founded in
1916 and is the oldest tribunal of its kind in
the world. The Media Council is composed of
four judges, who act as chairmen, 16
representatives from each of the above-
mentioned media organisations, and 12
representatives of the general public who are
not allowed to have any ties to the media
business or to the media organisations.
The Swedish Media Ombudsman, MO,
(previously Allmänhetens Pressombudsman,
PO, established in 1969) is appointed by a
special committee consisting of the Chief
Parliamentary Ombudsman (JO), the
chairman of the Swedish Bar Association and
the chairman of the National Press Club.
Complaints from the public against
newspapers, magazines or the broadcasting
companies are first handled by the Media
ombudsman. The MO is also empowered to
take up matters on his/her own initiative,
provided that the person or persons
concerned are in agreement.
Any interested members of the public can
lodge a complaint with MO against media
items they regard as a violation of good
journalistic practice. But the person to whom
the published piece relates must provide
written consent if the complaint is to result in
formal criticism of the newspaper.
When a complaint is filed, MO’s task is to
ascertain whether it can be dealt with by a
factual correction or a reply from the affected
person, published in the media concerned.
MO may contact the newspaper for this
purpose. If the matter cannot be settled in
this way, the Media Ombudsman may
undertake an inquiry if he/she suspects that
the rules of good journalistic practice have
been violated. He/she will then ask the
newspaper’s editor-in-chief to respond to the
allegations of the complainant. That person
will in his/her turn be offered the opportunity
to comment on the newspaper’s reply.
Complaints must as a rule be filed within
three months of the original publication.
Once the inquiry is concluded, MO has two
alternatives: either (1) the matter is not
considered to warrant formal criticism of the
newspaper, or (2) the evidence obtained is
weighty enough to warrant decision by the
Media Council.
If MO writes off a complaint (option 1) the
complainant may appeal that decision directly
to the Media Council. Nothing prevents the
complainant from taking the matter to a
regular court of law after review by MO and
the Media Council.
To file a complaint with MO is free of charge.
MO also answers queries from the general
public on matters of press ethics.
A newspaper or broadcasting company that
has been found to violate good journalistic
practice is expected to publish the decision of
the Media Council. It shall also pay an
administrative fine.
In recent years, 600+complaints have been
registered annually. Roughly five (5) percent
of the complaints lead to public criticism of
the media by the Media Council. The large
majority of complaints have been written off
for various reasons, e.g. because the
complaints were unsubstantiated, or the
newspaper printed a correction or a reply.
Code of Ethics for Media in Sweden
The press, radio and television shall have the
greatest possible degree of freedom, within
the framework of the Freedom of the Press
Act and the constitutional right of freedom of
speech, in order to be able to serve as
disseminators of news and as scrutinizers of
public affairs. In this connection, however, it is
important that the individual is protected
from unwarranted suffering as a result of
publicity.
Ethics does not consist primarily of the
application of a formal set of rules but in the
maintenance of a responsible attitude in the
exercise of journalistic duties. The code of
ethics for press, radio and television is
intended to provide support for this attitude.
What can the Media Ombudsman review?
The Media Ombudsman can review printed
newspapers and magazines, Swedish
broadcast radio and television, as well as
some online publications, i.e. online
publications that are members of The Swedish
Media Publishers’ Association (TU – Medier
i Sverige) or The Magazine Publishers’
Association (Sveriges Tidskrifter), alternatively
having filed for membership of the Ethical
Press System.
Rules on Publicity
Provide accurate news
5. The role played by the mass media in
society and the trust of the public of these
media call for accurate and objective news
reporting.
6. Be critical of news sources. Check facts
as carefully as possible in the light of the
circumstances even if they have been
published earlier. Allow the
reader/listener/viewer the possibility of
distinguishing between statements of fact
and comments.
7. News bills, headlines and introductory
sections must be supported by the text.
8. Check the authenticity of pictures. See
to it that pictures and graphical
 illustrations are correct and are not used
in a misleading way.
Treat rebuttals generously
7. Factual errors should be corrected
when called for. Anyone wishing to rebut a
statement shall, if this is legitimate, be
given the opportunity to do so.
Corrections and rebuttals shall be
published promptly in appropriate form,
in such a way that they will come to the
attention of those who received the
original information. It should be noted
that a rebuttal does not always call for an
editorial comment.
8. Publish without delay critical rulings
issued by the Swedish Media Council in
cases concerning your own newspaper.
Respect individual integrity
11. Consider carefully any publicity which
could violate the privacy and integrity of
 individuals. Refrain from such publicity
unless the public interest obviously
demands public scrutiny.
12. Exercise great caution in publishing
information about suicide and attempted
suicide, particularly with regard to the
feelings of relatives and in view of what
has been said above concerning the
privacy and integrity of individuals.
13. Always show the greatest possible
consideration for victims of crime and
accidents. Consider carefully whether to
publish names and pictures out of respect
for the victims and their relatives.
14. Do not emphasize ethnic origin, sex,
nationality, occupation, political affiliation,
religious persuasion or sexual disposition
in the case of the persons concerned if
this is not important in the specific
context or is demeaning.
Exercise care in the use of pictures
 13. Whenever appropriate, these rules
also apply to pictures.
14. Montage, electronic retouch and
captions should be handled in such a way
as not to mislead or deceive the reader.
Whenever a picture has been altered
through montage or retouch this should
be stated. This also applies to such
material when it is filed in picture
libraries.
Listen to each side
15. Offer persons, who are criticized in a
factual report, the opportunity to reply
instantly to the criticism. Aim at
presenting the views of all parties
involved. Bear in mind that the sole
objective of filing complaints of various
kinds with various bodies may be to cause
harm to an individual.
16. Remember that, in the eyes of the law,
a person suspected of an offence is always
 presumed innocent until proven guilty.
The outcome of a legal case should be
published if it has been previously
reported on.
Be careful with naming
18. Show careful consideration to the
harmful consequences that might ensue
for persons if their names are published.
Refrain from publishing names if it might
cause harm unless it is obviously in the
public interest.
19. In case a person´s name is not
published, also refrain from publishing a
picture of that person or details on
occupation, title, age, nationality, sex, etc,
which could enable identification.
20. Bear in mind that the entire
responsibility for publishing names and
pictures rests with the publisher.
More on Media Ethics
The code of ethics consists of a set of rules for
members of the press regarding publicist
decisions, it is not legislation. The rules serve
as protection of the individual against
publicity damages, beyond what the legal
system can offer. The Media Ombudsman
adhere to the media ethic rules in their
assessments.
The legal framework concerning publications
in newspapers and magazines are part of the
Freedom of the Press Act
(Tryckfrihetsförordningen, TF). TF gives each
citizen the right to express her/himself in
writing. The law also offers protection for the
individual against defamation in newspapers.
Broadcast media and online newspapers
adhere to the corresponding rules in the
Freedom of Expression Act
(Yttrandefrihetsgrundlagen, YGL). If an
individual considers her/himself to be subject
of slander in media, there is the possibility of
arbitrary prosecution. The Chancellor of
Justice can also prosecute.
Rules of professional conduct
Swedish Union of Journalists
Strong journalistic integrity is crucial for
maintaining credibility. Those who scrutinize
society must also be able to withstand
scrutiny. It is important that journalists show
due respect when working in the field and
that journalists while on duty strive to report
correctly, 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 an 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 or to create
publicity when it is not journalistically
motivated.
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, organizations, companies or
individuals for your own gain or that of
others.
 6. Observe the regulations of the
collective agreements for journalists,
which state that employees may not be
ordered to carry out degrading tasks or
tasks that are contrary to their believes.
Acquisition of material
7. Show particular consideration to
inexperienced interviewees. Inform the
interviewee whether the conversation and
other material is intended for publication.
Be careful to reproduce statements and
other material that non-public figures
publish in social media.
8. Accommodate reasonable requests
from interviewees who want to know in
advance how and where their statements
will be used.
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. Hidden camera and other hidden
recording equipment, when used for the
purpose of publishing, should be used
only in exceptional cases, after careful
consideration and when a journalistic
evaluation has stated that the information
is not available in any other way.
Concerned parties should be informed
that the recording took place and why it
was carried out, before publishing the
information.
12. Respect copyright rules regarding text,
images and sound.
13. State the source when an account is
based largely on someone else’s
information.