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Johannesburg - An organisation representing over 90 local online publishers says it is exploring a new code of conduct.
The Interactive Advertising Bureau South Africa (IAB), which represents SA’s online media and marketing industry, says it wants a code that covers both print and internet news publications.
The IAB says it is in discussions with the South African Press Council regarding the viability of the cross platform media code of ethics as well as a voluntary editorial content regulatory system.
Currently, the IAB has its own code of conduct. But the IAB says this code lacks a formal complaints adjudication and content regulation infrastructure.
Meanwhile, the Press Council has a system of voluntary independent co-regulation, with a public advocate helping complainants resolve their problems with news reporting.
“The (Press) Council also deals with online publications of their print members, often in consultation with the IAB,” says the IAB.
The IAB says it along with the South African National Editor’s Forum (Sanef), the Press Council, and broadcast role players have since last year been discussing the need for a cross media code of conduct.
“The goal 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,” notes the IAB.
“There is broad consensus between the bodies on the fundamental principles underpinning a cross-platform code of ethics and regulatory system,” said the IAB.
Working group
The IAB has further said that a working group has been setup to deal with this task.
“A dedicated working group has been established to determine what shape such a system could take.
“The working group has been assisted in this task by research into international precedents for cross-platform regulation conducted by the Media Policy and Democracy Project, a collaborative research project between the Department of Communication Science at the University of South Africa (UNISA) and the Department of Journalism, Film and Television at the University of Johannesburg (UJ),” says the IAB,” says the IAB.
The IAB, though, says it is unlikely that broadcast media will be covered by the new code of conduct because of legislative obstacles.
Complaints against broadcasters are dealt with by the Broadcasting Complaints Commission of South Africa (BCCSA).
Proposed internet regulation
The IAB’s move to introduce a code of conduct comes after the Film and Publications Board last week revealed a draft policy that aims to regulate the likes of online videos, pictures and posts.
The draft policy, which has been gazetted for public comment, requires online distributors to have digital content classified in terms of the board’s guidelines.
This means that producers of content would have to apply and pay for classification before their content is made available online.
The FSB said it is does not want children to be exposed to unclassified content via the internet.
The FSB further raised concerns over user-generated content of an offensive nature such as racism.
“The IAB has had earlier sight of an unreleased draft of the policy document, and has written to the FPB to raise its concerns about the process and proposed regulations, requesting an opportunity to meet with the FPB to make formal submissions,” the IAB has said in a statement.
“The FPB has yet to acknowledge or respond to several approaches made by the IAB,” said the IAB.
Fin24 is part of 24.com which is an IAB member.
