Code of Conduct by the Austrian Ethics Council for Public Relations: “Ethics in Content Marketing”

Name of code

Code of Conduct by the Austrian Ethics Council for Public Relations: “Ethics in Content Marketing”

Originator of code

Austrian Ethics Council for Public Relations [PR-Ethik-Rat]

Country

Austria

Original language

English/German

Year of creation

N/A

Type of code

PR

Main frame of accountability

Professional

Transparency

Public

Legal and regulatory context

Non-mandatory

Implementation and enforcement

Voluntary

Diversity

Yes

AI/automation

No

Abstract

Digitalization has created new opportunities for organizations to communicate directly with their target audience through their own media products or native advertising on traditional news media’s online platforms. The legally non-binding Code of Conduct by the Austrian Ethics Council for Public Relations focuses on corporate publishing and native advertising and provides principles on how content marketing media could be transparently and ethically. Therefore, the Code outlines five key principles: fairness, respect, responsibility, transparency, and self-determination.

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