Genuine news is the product of one or more journalists, disseminated by a media publishing or broadcasting organization. Journalistic activity involves a series of investigative steps and a gathering of information that is then processed and disseminated. This activity should not be hindered or subjected to unwarranted constraints.

Further, coverage, as well as the timing of broadcast or publication, is at the discretion of the media.

Journalists and media organizations must avoid not only conflicts of interest but also the appearance of conflict or interest; they must be and must appear to be independent, and not allied with any particular political, financial or other power. Any laxity in this regard jeopardizes the credibility of the press and of the information it transmits.

Press organizations must be careful not to assign their journalists or freelancers to cover situations where they would be, or might appear to be, in a conflict of interest.

Similarly, the editing and publishing of online news and magazine sites must be entrusted only to journalists and never to specialists in information technology or marketing. This would compromise the work itself and present at the very least the appearance of conflict of interest.

The Press Council recommends that media enterprises develop clear policies to prevent and deal with conflict of interest situations. Those policies should apply both to reporters and opinion writers. All situations that risk compromising the independence and impartiality of journalists should be addressed. Examples include paid travel, privileges and gifts, as well as awards and prizes offered by any group whose main purpose is to promote something other than journalism.

In order to maintain their credibility, journalists should shy away from involvement in political or advocacy activities that could compromise their impartiality and independence.

It is the responsibility of the press to guard against attempts by individuals, groups or organizations to manipulate public opinion with incomplete or slanted information by enlisting the aid of willing or unsuspecting journalists. The media are responsible for all that they publish or broadcast, and should never try to excuse lapses in professional standards by blaming them on administrative problems, time constraints or other such reasons.

In cases where a media outlet is a sponsor of an event, it must be particularly careful in covering it in order to avoid any confusion between its commercial activities and its impartial reporting of information.