The inviolable line between news and advertising at Mint

In this era of paid news, and Medianet, and private treaties, how refreshing — and comforting — to read this note from the editor on the front page of Mint (Friday, September 3):

Note to readers

Dear Reader,

From time to time, you will see a page or a feature in Mint clearly labelled as Media Marketing Initiative. Such content is entirely generated by an advertiser or Mint's marketing department on behalf of an advertiser, and does not involve any editorial staff.

Such pages/features also have a different font and style to help you identify that they are not part of Mint's editorial content. As clearly stated in Mint's journalistic Code of Conduct, available on our website www.livemint.com, there is an inviolable line between news and advertising at Mint. We thought it would be useful for us to reiterate this to you.

As always, feel free to contact us at feedback@livemint.com

R. Sukumar

Editor

Here are just a few of the many pertinent points in Mint's Code of Conduct:

In the 21st century, ... news is transmitted in more ways than ever before — in print, on the air and on the Web, with words, images, graphics, sounds and video. But always and in all media, we insist on the highest standards of integrity and ethical behavior when we gather and deliver the news.

• That means we abhor inaccuracies, carelessness, bias or distortions. It means we will not knowingly introduce false information into material intended for publication or broadcast; nor will we alter photo or image content. Quotations must be accurate, and precise.

• It means we always strive to identify all the sources of our information, shielding them with anonymity only when they insist upon it and when they provide vital information — not opinion or speculation; when there is no other way to obtain that information; and when we know the source is knowledgeable and reliable.

• It means we don't plagiarize.

• It means we avoid behavior or activities that create a conflict of interest and compromise our ability to report the news fairly and accurately, uninfluenced by any person or action.

• It means we don't misidentify or misrepresent ourselves to get a story. When we seek an interview, we identify ourselves as Mint journalists.

• It means we don’t pay newsmakers for interviews, to take their photographs or to film or record them.

• It means we must be fair. Whenever we portray someone in a negative light, we must make a real effort to obtain a response from that person. When mistakes are made, they must be corrected — fully, quickly and ungrudgingly.

• And ultimately, it means it is the responsibility of every one of us to ensure that these standards are upheld. Any time a question is raised about any aspect of our work, it should be taken seriously.

There's so much here to admire — and learn from.

Why isn't the Press Council doing more to end the unethical practice of "paid news"?

That is the theme of an op-ed piece in Mint by P.N. Vasanti, director of the New Delhi-based research organisation Centre for Media Studies.

Here are some relevant excerpts for the uninitiated:

While there has been debate on and off over the relevance of the Press Council in the prevailing media scenario, the debate over so-called paid content has revived the argument over the role of the agency and whether there is any point in keeping it alive.

At the core of the latest controversy is the sale of space in the print and time in the electronic media. What’s carried in that space or time isn’t labelled as advertising for the benefit of readers and viewers, but masquerades as legitimate news.

While this trend itself is not new, it has become more deeply entrenched and even institutionalized in recent times. P. Sainath broke the story in The Hindu about politicians who engaged in the practice during the Maharashtra state elections of 2009. He even gave specific prices for the various types of coverage sold by newspapers, besides showing how the same write-ups praising chief minister Ashok Chavan were carried in three different newspapers during the elections.

Media students will find the whole article instructive.