Mediaetiikka

Media ethics, or mediaetiikka in Finnish usage, is the branch of applied ethics that guides creation, editing, distribution, and reception of information across traditional and digital media. It concerns how journalists, editors, publishers, broadcasters, and online platforms balance freedom of expression with responsibilities to truth, accuracy, fairness, privacy, and the public interest. The field encompasses journalism, broadcasting, publishing, advertising, and public relations, and it engages with questions of credibility, accountability, and social impact.

Core principles commonly include truthfulness and accuracy, verification, independence from political or commercial influence, minimization of potential harm, fairness and context, transparency about methods and sources, respect for privacy, consent for sensitive data or images, and accountability for errors. Professional codes of ethics, ombudsperson processes, and regulator decisions are used to guide practice and resolve disputes.

In Finland, media ethics is supported by formal guidelines and bodies such as the Council for Mass Media (Julkisen sanan neuvosto, JSN) and journalist associations. These institutions issue codes of conduct, handle complaints, and promote standards for accuracy, decency, transparency, and rights protection in both traditional outlets and online platforms.

Contemporary challenges include misinformation and disinformation, data privacy and surveillance, algorithmic influence on news feeds, advertising transparency, sensationalism, and the responsible use of user-generated content. The field also emphasizes media literacy, clear disclosure of sponsorship, and ongoing debates about balancing freedom of expression with protection against harm.