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
German/English
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
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. This legally non-binding code by the Austrian PR Ethics Council 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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