Abstract

The Austrian Ethics Council for Public Relations acknowledges that social media has transformed communication in our society, giving individuals significant power and influence. This shift has disrupted traditional gatekeeping by mass media outlets, as any published content can now attract attention and contribute to public discourse through digital communication networks. In light of these changes, the Austrian Ethics Council for Public Relations has established three voluntary principles to guide ethical communication in social media: fairness, respect, and responsibility. Overall, these principles aim to promote responsible and respectful communication on social networks.